Music Video Analysis - Post Production

Post Production

This close up shot of the scrabble pieces spelling out the word 'presenting' has been changed in iMovie, using a video effect called 'Vignette'. This adds focus to the word, as well as giving the clip an old-fashioned, pinhole effect that works well with the music video's retro meets contemporary theme. The use of scrabble also adds a childlike feel, which also goes with the use of the Ken doll, and the other signifiers in the video that Ruby is young (Strausse). After doing some research at the beginning of the project, we found that many music videos in the indie pop genre introduced the artist with text, for example in the music video for Olly Murs' song 'Busy'. As our music video had a lot of similarities to this video, we decided that this would be a good way of 'presenting' our artist. 

A split screen is often used in music videos to show contrast, much like in Daniel Powter's music video for his song 'Bad Day'. We used Final Cut express to make the split screen, and the use of symmetry is used to show that although everything looks similar, the situation is entirely different. The split screen shows the ups and downs of Ruby and Ken's relationship, as it is good one minute and bad the next. The composition of the shot is focused on the sofa, as it is what stays the same in both shots. The use of Ken and Ruby sitting on opposite sides of the sofa is a symbolic code (Barthes), as we are taught that any couple with distance between them shows they are having problems and have recently had an argument. The lower shot shows them as being close, and even having Ruby lying on Ken's side of the sofa, which signifies that she is in control of the space, therefore is in control of the relationship. The use of red in the shot, as well as being a metaphor for Ruby, as rubies are usually red, shows anger in the top screen and love in the bottom, which again shows the contrast, even though things look the same.

In iMovie we used a transition called 'Circle Open' to create a shot that alludes to Ken being hit by the tennis ball. This is an example of an action code (Barthes), as we do not see the actual action occur, but we are able to work it out through the use of other cultural codes. The use of the comic book style 'POW!' is a cultural code, as only certain cultures would be familiar with comic books and the use of onomatopoeia. The use of the 'POW!' also shows the viewer that this is not a realistic world they are seeing, but rather a figment of a young person's imagination, namely Ruby's. The use of the transition being circular signifies (Strausse) the tennis ball, which also adds to the action code, as we do not see Ken being hit. The use of the bright primary colours in the image shows again that Ruby is young, as primary colours are often used on child's toys. It also stands out and goes well with the bright and colourful theme of the video.