The music video uses Vernallis's theory of editing to the beat through jump cuts that match the rhythm, especially during the chorus. It also applies elements of Goodwin's theory such as dressing the artist in bright, modern pop style clothing to fit the genre and using a narrative storyline that illustrates the lyrics. Influences include other pop music videos with similar storylines, like Want U Back by Cher Lloyd, about regretting a breakup when trying to get an ex back.

1. Question 1

2. In what ways does your media
product use, develop or challenge
forms and conventions of real media
products.

3. Carol Vernallis’s theory focuses on the edits of music videos.
Edits differ depending of the genre. Jump cuts are usually
associated with pop music. The camera moves along with the
beat.
Andrew Goodwin’s theory suggests that there are 5 main
aspects of a music video: genre characteristics, sexualisation
of the female body, relationships between the music and
visuals, star image and intertextual references. As well as the
structure of music videos e.g. amplification and illustration.
Vernallis and Goodwin

4. In our music video we used Vernallis’s theory of editing
to the beat. As we used a pop song, we used a lot of
jump cuts. We tried to match the jump cut every time
the beat changes, especially with the chorus. There is a
quick jump cut at each ‘dumb’. We tried to use as much
different type of camera movements and shots. We
used close ups for the verses and we use mid + long
shots for the chorus.
How my music video uses Vernallis’s theory.

5. From Goodwin’s theory we used genre characteristics. We dressed
our artist in clothing that is typical for a pop artist to wear. Bright
colours and urban and modern clothing. As well as a bright
atmosphere to suit our genre. We did not use any type of
sexualisation of the female characters because it did not fit our
song/genre. We also had a clear relationships between the music
and the video. We used a narrative style for example when the lyric
says ‘you said you loved me way too soon’ this is an example of
illustration. The character in the music video says ‘I love you’. We
also used the idea of ‘star image’, Amber our artist stays being the
main focus of our video. She is singing as well as being part of the
narrative storyline.
How my music video uses Goodwin’s theory.

6. We were influenced by other pop songs that have the
same type of storyline to ours. As well as artists who are
similar to our artist like Cher Lloyd and Carly Rae Jepsen.
The song Want U back by Cher Lloyd was our main
influence. It is a story about a girl who regrets breaking
up with her boyfriend but when she wants him back its
too late. This is extremely similar to the narrative in our
music video. Even though the lyrics can be a bit
depressing the music video remains upbeat which is
what we tried to do with our music video as well.
Influences

7. My video

8. Cher Lloyds video
Similar to our video she is looking at
old pictures.
She is stalking the new couple like our
artist.
Her boyfriend has met a new girl