The video which I am going to analyse is Cheryl Cole- Fight for this love
The video begins with the Artist standing head on to they camera, she is miming and therefore the convention of lip synching is used, this technique is continued throughout the song. The beggining of the song begins slowly and therefore the shots are longer in length, this contrasts to later in the video where the song speeds up throughout the chorus. At this point, the images are cut faster to match the pace of the music. The end of the song slows down again, which is again reflected in the pace of the cuts.
The Artist Cheryl Cole is portrayed in a positive light, as well as this, her costumes and dancing show her to be sexy but not over the top. This therefore gives her a positive image, appealing to both men and women (men drawn to her image and women & girls aspiring to be like her). She shows a perfect balance of beauty, talent and appeal in the video. This contributes to her positive image in society. This creates a good representation for her within the media and therefore promotes her strongly as an artist. Before her first single was released as a solo artist, it was argued by many that she was only able to release a single due to her popularity on The hit Show The X Factor, and that she was a weak singer (again proved when she pre recorded her live X factor performance). After the single was released, she gained more negative press due to the alegations of her husband Ashley Cole to be cheating on her. Despite this, the strong video and promotion as well as her live performance at this years Brit awards proved the press wrong, again promoting herself as the "Nations Sweetheart".
The Video itself relies heavily on performance and the Artist promoting herself and her talents. There is no narrative involved and therefore subverts conventions of a music video. The video takes a typical form like her other videos which also rely on performance such as her latest single Parachute which again revolves around a central dance performance and heavily involves lip synching.
I also analysed another video in class with Ellie. After watching the video "I love rock 'n roll" by Britney Spears, we identified some conventions of the music video and took note of how the artist was represented and whether the video had a specific form conventional of the artist or not.
Conventions from this particular video included: Lip synching, images cut to the beat of the song to bring the pace of the song with the images, presenting her in a sexual and positive way, range of shots used, revolves around performance. The video also subverted conventions by using a pop song with a rock genre video as well as subverting the artists usual style of video.
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