Music Video Analysis - Using Conventions From Real Media Texts

Using Conventions From Real Media Texts

For this extreme close up shot we took inspiration from other influences such as musician Jessie J, who, as part of her brand image, has quite a strong focus on her lips, using lots of lip art such as union flags. We tried to also use lip tatoos, but we found that they were quite difficult to get a professional finish, so instead we opted for bright red lipstick, as a reference to Ruby's name. We used this to show when Ruby was whistling, however it got quite repetitive, so we used a few alternative shots of her walking so that the lip shots are more interesting when they are used. The slightly smudged imperfection of the lipstick again shows Ruby's youth and quirkyness, as if it was applied perfectly she would look too grown up and professional. This way the target audience, teenage girls, are more likely to relate to her, rather than being shown professionally done make up that they would never be able to achieve themselves.

In most music videos of the solo indie pop genre, the artist is the focus of the video, and is often playing an acting role in the video as well as singing. We followed this convention, as our music video had a narrative theme. This mid shot shows a combination of the performance element, i.e the lipsynching, and the narrative, which is when Ruby has been given the flower by Ken.

We followed the conventions of having a relationship featured in the music video, as many music videos in our genre have this focus, especially with love songs. This is because our genre's audience is mostly female, and teenage girls are more likely to watch a music video if it features a relationship. We did subvert the conventions slightly, however, as the relationship, rather than being between a girl and a boy, is between a girl and a doll. We took inspiration from Olly Murs' video for his song 'Busy', which features a relationship between him and a paper mache mannequin. This particular long shot shows Ruby and Ken gwetting on well together in their 'relationship', which is also highhlighted by the bright colours and the fact she is holding him rather than putting distance between them as she has done previously in the video.