2. Details & Themes
• Genre: R&B/Pop
• Video Director: Melina Matsoukas
• Type Of Video: Concept Based
• Date Of Release: October 19th 2011
• The video is 4 minutes 36 seconds long, music begins 52 seconds in
Noticeable themes and links throughout:
• Skins – a teen dedicated series that relate to the teen ‘taboo’s’ like gambling, smoking,
sex, drugs and alcohol like lifestyle which is represented in the video.
• Vegas/ gambling –represented in bright fun and addictions, ‘happy’ colours
• Music Festival -Glastonbury/ Reading etc.- fast paced cut always shots, wild, ‘running
free’ feel, unstoppable, enjoying the music
3. Audience
• The target audience -young adults
• Rihanna is made to represent the stereotypical teenager – encompassing a great deal
of her target market; someone who’s lifestyle is very traumatic, lively, free and
unstable in some cases. This will appeal to the mainstream teen using the ‘uses and
gratification theory’ of personal identity. Her appearance may be a visual pleasure for
the male audience also known as the male gaze (Laura Mulvey) which could suggest
that Rihanna has an outgoing and sexual personality which attracts a male. However
the ‘real’ and ‘normal daily’ scenes like a corner shop and high street can help to build
the care free representation that is put across in the video, appealing to the ‘normal’
girl. The projection of the fast moving sky could also represent her surreal and
influenced lifestyle that is represented in the video.
• Produced, written and featured DJ Calvin Harris attracts a new audiences from the
House/Dance genres which would benefit Rihanna by giving her a wider audience,
and further sales.
4. Lighting
• Light can be used to control the mood of the video, as well as directing the eye of
the viewed to certain shots to emphasis elements within the frame. Texture and
colour can make people look beautiful, sinister, ugly etc.
The contrast of the back-
lighting behind the
shadows of the
characters can be seen to
produce a ‘heart’ in
between them, symbolic
of the love they share
This shot is given a ‘sepia
tone’ which further
illustrates the passionate
tone the video is trying to
achieve. The connotations
are of love, passion, and
possibly lust.
The comparison of the
light beige background
and the darker figures
emphasise the two
people. Shadowing is also
used to emphasis
features, for example, the
man’s tensed jawline is
shadowed, drawing
attention to the similarly
tense atmosphere
Light blue hue of the
lighting in this shot give
the artist a ‘glow’, which
gives the audience an
impression of her feelings
–ones of relief and
freedom
The bright lighting
produced by the fireworks
act to slightly shadow
Rihanna, but not so much
that the viewer cannot
see her holding a beer
and enjoying the show. A
reason for the use of
fireworks is possibly to
give a sense of
recklessness and
rebelliousness
5. Camera Angles & Mise-En-Scene
• The audience’s perception of emotions will depend on the camera shot. There can
be a range of camera angles used in the same scene to give the desired effect.
• Mise-en-Scene, the ‘placing on stage’ is important when framing the shot, the
camera might draw attention to certain props, costume and lighting
Medium/ Long shot- there are a
few reasons for this choice.
Firstly it is important to include
the mise-en-scene, which can
only be achieved with a medium
or long shot. Secondly, as
Rihanna only occupies roughly a
quarter of the shot, attention of
the viewer is instead meant to
be drawn to the clouds
projected onto the walls.
Imagery of clouds have
connotations with freedom, and
in a sense ‘unpredictability’.
Low Angle Shot- The
camera ‘looking up’ to
the artist gives an
impression of power to
the figure and further
importance. Rihanna is
perhaps portrayed in this
way to show women
have power.
Long Shot- The first and
possibly most noticeable
inclusion of this shot is the
bed surrounded by fairy
lights, cigarette boxes and
empty beer bottles; the
bright lighting draws the eye
to this section of the shot. A
reason for this mise-en-scene
is to support ideas of a
carefree and party-like
lifestyle. In the shadows, the
viewer later notices the
intimate couple, giving a feel
of secrecy and privacy.
Tracking Shot- To film the
wheeling of the shopping
trolley in motion, the
shot would have to be
filmed on a track. This
gives a sense of sudden
urgency, (also combined
with theft and ‘getting
away’) The camera angle
is mid- level to show the
expressions on the
characters faces and
their surroundings.
6. Album Digipak Analysis
• The track We Found Love is found on Rihanna’s album Talk That Talk, the sixth
studio album she has created.
• The release date for the album was 18th November 2011, whilst the release date
for the single was earlier on 22nd September 2011.
Sexual Imagery:
Her tongue out pose and seductive eyes, along
with bright red lipstick support the idea that red
lips sexually entice men, and further her bold and
confidant character. Pop music uses confidence as
key to selling and appealing to the market, in this
case Rihanna’s target market are teenage girls
who aspire to be the same. The demands of the
secondary audience, males, are also met with her
image of sexual self-confidence.
The ‘R’ logo shown at the top of the
advertisement could possibly represent her
successful career in pop music ‘at the top’ of her
game. As this symbol is the only visible indication
of the artist, it is suggested that Rihanna is so
well-known there is simply no need to state her
name on the album cover.
The advertisement follows institutional
conventions in the idea that pop music is very
image based -‘sex sells’ and so on. A sign of
product placement is seen from the images
showcasing the product, her music.
Feminine and Rebellious Imagery:
In the album, many of Rihanna’s songs are
focused on relationships, this is quite possibly
symbolized by the rings you can see. Her long,
groomed fingernails also add a sense of femininity
to the image, but at the same time the nails are
sharp and pointed giving Rihanna edge and
supporting the other side to her character, the
‘rebel’. Furthermore the large tattoo-like
typography shown on the right-hand-side of the
image, reveals a more “rebel-like” side to the star.
The content of the album is also personified by
her bare shoulders just visible at the edges of the
image appealing to the “male gaze.”
Talk That Talk, along with Rihanna’s other albums Loud and Rated R all support a close-up picture of
her face partially covered by hair or her hands, and eyes either closed or half closed. This adds
continuity to her advertising campaign, whilst also intriguing her audience to ask questions such as
“what makes her feel this way?” and eventually buying her album.
