Andew Goodwin's theory on Illustration, amplification and disjuncture
ANDREW GOODWINS THEORY ON ILLUSTRATION AMPLIFICATION DISJUNCTURE
Andrew Goodwin stated that there were threedifferent ways in which the music video canconnect back to the song itself . These are:IllustrationAmplificationDisjuncture
Illustration- Commonly used. Images illustrate the ILLUSTRATION lyricsIllustration is the simplest and easiest concept to base amusic video around as it is just a literal meaning to thesong’s lyrics in visual form. Owl City have usedillustrative ideas in their videos before, for example inFireflies’ when the artist is singing and as he says‘fireflies’ the word fireflies comes up on the screen to alittle toy gadget.http://www.youtube.com/watch?v=psuRGfAaju4
Amplification Amplification is second. The conventions demonstrated by the music video creative director. They may use both performance and narrative, connotations of the meanings. An example of this is Kanye Wests homecoming where it does clearly show his home but the audience can work out that the song is homecoming and it is him walking around a city that he knows. http://www.youtube.com/watch?v=LQ488QrqGE4
DisjunctureDisjuncture - Intentionally ignores the content ofthe song and genre of the music and tries to createa whole new set of meanings. These music videosdont tend to make a lot of sense and can often useabstract imagery. In fat boy slims “praise you”there is no relation from the video to the lyrics.http://www.youtube.com/watch?v=4ULVQOneeZE
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