Purpose- The idea or point between the product that is shown. so in this the point or idea behind the music video and what idea is trying to be portrayed.
Promotion of single/album- how well the single or album does, for example how many copies were sold or downloaded
Moving image codes
Camera shots/angles- Close up- close image shot of an object, for example a persons whole face.
Extreme close up- a zoomed close up, e.g. just the eyes of a person, represents emotions
High/Low angle- From a high angle looking down on the actor/actress, making them look weak and defenceless/ from a low angle makes actor/actress long threatening and powerful.
Movements- Pan- Moving the camera around from a fixed postiion
Tilt- Camera is tilted from a fixed postion
zoom- camera zooms in or out of an object creates suspense
Editing- Cut and fade- introduces next sequence or scene
Cut to beat- video is cut to fit the beat of the song
Visual Codes
Expression + gesture- Used to captivate the actors feelings and emotions. In 'norf norf' video the white police officers facial expression connotes that he is aggressive.
Costume + props- These help to explain the context of the video, for example in the 'norf norf' video the officer has a gun which again shows his power.
Icongraphy- images used in the video
Lighting and colour- darkness can connote seriousness and independence
Graphics- a serious of illutrations
Key Terms
Genre- A category of the song, pop, classical, grime
Star persona- The singers personality in the video. In the Katie perry video ( California Girls) she is shown as immature and fun.
Motif- What the image means in the video, and the idea in the artist work.
Anchorage- when a piece of media uses another piece of media to reduce the amount of connotations. So the image goes along with the lyric
Binary Opposites- a related pair that are opposites, e.g. poor vs rich
intertextual references- References from another media product, a movie
Style
Narrative- the story behind the music video. ' dear future husband' is about her ideal husband
Thematic- relating to other themes or subjects
Representations- how a specific group is being represented in the video
- Ethinicty
- gender
- sexuality
- nationality
- religion
Audio
Lyrics/ dialogue- what the words mean and have to do with the narrative
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