Question 1Within Goodwin’s theory we states the usual conventions found withina professional music video and from this we tried to follow some ofthose but also challenge them to give the consumer a twist to cling toand keep their interest.Another theory that shows the typical conventions of a music video isthe Carol Vernallis
The first of his points was,There is a relationship between the visuals and the lyrics, with the visuals illustrationthe lyrics on screen.Throughout the video this convention is prominent with Scralett clearly portrayingwhat the lyrics are saying.The lyric from these two shots is ‘Yeh you make me smile, yeh you make me smile’This is very clearly shown from the these screen shots as both characters are smiling andlaughing. The nature of their body language clearly illustrates a playful atmosphere and due tothe simplicity of shot (mid-shot) it gives the audience no reason to doubt what the artist issinging.
The second point within his theory is similar to the first however this time it says thatthe music relates to the visuals apposed to the lyrics, this could be shown through theediting with it changing to the beat of the music.Within this scene these four shots all change on the beat. This meant that although therewere not links with the lyrics the viewer was still able to make a link between them both.
The third point is that generally the record company will demand a lot of close up ofthe artist especially if the video is accompanying the artists debut song, which is infact what our single/album was, thus meaning that we had to follow this conventionsto achieve face recognition when we were to release the digipak and more songs.
The next point is voyeurism (when the viewer feels as though they are spying on thecharacter).This is prominent in this scene as the two characters are having a intermit moment withone another. Also in the second shot I thought this was interesting as throughout the songthe singer is talking about her to felling to about him but unlike other songs she directing ithim rather than telling a story so in a way from this shot you feel like you not only intrudingon her space (i.e. spying) but also in her thoughts. This idea is amplified by the spot focusof the leaf rather than her, suggesting that she isn’t really with us but is focusing on herthoughts and feelings.
The fifth and final point within Goodwin’s theory is intextuality. This is when a new mediaproduct uses an idea from an already existing products and replicates it. Although we didn’tuses this technique within the music video e did try and incorporate it within our digipak. As our can see our intetextual reference was the indie film ‘Juno’. From the film we took the colour way, the font and the use of the doodles in their posters. By doing this we hoped that it would build on the characters profile of being carefree, fun, happy and indie and also attract a fan base as we thought that the typical audience would be similar.
Editing may become ‘foregrounded –the edits may be really obvious, todraw attention to themselves asopposed to invisible, continuityediting. We used this techniquethroughout the video as at thebeginning of the project we decidedthat a montage like video would bemore appropriate to our genre ofmusic and also that this would allowus to hold both types ofviewers, active and passive, as themontage of clips would engage theviewer that ‘flit’ to and from thevideo but the narrative would obtainthe active viewers.
Another point that we picked up on when planning our music video to ensure it lookedprofessional and as though would fit within the market would using similar shot types andframing throughout the video.Although we didn’t do this continually through the video as we didn’t want the viewer toget bored we tried to balance it so that the viewer was able to pick up on it and thereforebe able to think the framing with the artist (which would help when the artist were torelease another single) but not lose interest by continual repetition. As you can see from the images for each shot whether it be a close-up or long shot the framing is always the same with Scarlett in the center showing dominance in the shot and due to the the continuity throughout the whole video.
One point from the Carol Vernallis theory that I picked up on was the narrative may notalways come to a clear solution and I feel this is something we explored within ourvideo as the final shot is of Scarlett walking away. This definitely leaves unansweredquestions but by doing this engages the audience even after the video is finished andbrings them back for more of the artists videos so see whether questions will beanswered.