1. Detailed Video
Analysis
Cheryl Cole
Promise This
The single Promise This was released in 2010 from her second album Messy
Little Raindrops. The music video was directed by Sophie Muller who has
previously worked with pop princess Beyonce, Pink and many others. The
Promise This video includes a strong dance routine and a fierce performance
which is common in Cheryl Cole videos.
The media language of Promise This is defined by how camera, editing, sound
and Mes En Scene create meaning. Andrew Goodwin’s theory applies to the
video, the dark and glossy ballet theme shows strongly in the video, this keeps to
the theory of Cheryl’s Star image that is revolved around what she wears and
how she has her hair and makeup. The public image of Cheryl is groomed and a
well-dressed women which came across in the Mes En Scene of the video. The
costumes in the video include a low-cut red dress, a ballerina's leotard, to a short
embellished mini-dress. The strong dance routine is a key feature In Promise
This as it applies to the Andrew Goodwin theory; “the performance within the
video is repeated”.
There is a Thought Beat near the end of the song where the music pace goes
slower along with the editing. The mood changes as Cheryl starts fighting with
the male in the video. Medium Shot shows them both fighting but only the
silhouettes can be seen which gives a more mysterious vibe to the video, Cheryl
plays a dominant role in the video which is common in her videos because she is
known for her feisty personality.
The technical elements in the video are; silhouetted shapes, cut-outs and
projected imagery and shadows. The music video was shot in a studio but also
has the element of the outdoors as there’s a Cut Away to Cheryl is running in the
woods in her ballet dress.

2. The Genre of the music video is not fixed; Cheryl is constantly changing and
evolving over time. David Buckingham argues that “ the genre is not simply given
the culture; rather in a constant process of negotiation and change”. Berry Keith
Grant suggests that “genre allows audience to identify texts specifically by their
familiar and recognizable characteristics, this is important so we know what we
are going to be watching”. Cheryl Cole has a persiphic and recognizable
characteristics that are portrayed in the Promise This Video. Cheryl is a keen
dancer so performance plays a huge part in the video. Because of the meaning
behind the song audience knew the video would be dark and dramatic.
Denis Mcquial talks about entertainment and says that “it’s ‘Escapism’ and that
the main focus of a music video to get away from everyday life. The music video
allows the audience to get away from their lives for a few minutes”. The Mes En
scene in Promise This has a “gothic ballet” feel. Cheryl is a chameleon and her
music videos are never the same as one another, the David Buckingham theory
really applies to Cheryl.
The representation in the music video applies to the Stuart Hall theory for
“representation to be meaningful to the audiences, there needs to be a shared
recognition of people, situation and ideas”. Promise This was the first single
released off Cheryl’s second album, the song was chosen for a reason because
she thought her audience/ fans can relate to the song.
The song Promise This is about someone new coming into your life and instantly
falling in love with them and making a promise each other to be faithful. But then
the person you love mucks everything up which breaks the relationship down
and now having the sense of freedom back.
In the video there is clear chemistry between Cheryl and a good looking male,
Cheryl is being the dominant one and a Medium Close up shows the male tied up
on a chair as Cheryl then pushes him over with her foot. Although Cheryl is
dressed in a short black sparkly dress with red stilettos which gives the video a
noir feel, it shows Cheryl taking the lead in the relationship. During the chorus
the shadows of Cheryl and a male are romantically dancing with each other on a
bridge which shows the good side of the relationship the male is being more
dominant while Cheryl is being more vulnerable in this scene. Close Ups are used
frequently as Cheryl is the main character in the video and the narrative is her
side of the love story. There are two sides of Cheryl shown in the video; a strong
dominant side and a more vulnerable, hopeless romantic side. This makes the
narrative of the music video more relatable to the audience as many people have
been in the same situation before. The different sides to Cheryl are channeled
through costume, in the video Cheryl wears the colour Pale Pink to represent the
innocent and exposed side, Red represents Passion and Love then to wear Black
showing her being strong, feisty and independent side.
When the pace of the song slows down Cheryl stays in the colour red as she is
indecisive and doesn’t know what do to with the relationship. In the end a Close
Up is used and it zooms out to reveal Cheryl floating in the air, wearing a flowing
nude colour dress which represents her being free to love again because she is
out of the relationship.