Moving image analysis 1975

1. Artists: 1975
Title of song: Chocolate
The colour effect of the video is black and white, which links in with the genre (indie
pop). The black and white effect is used as people understand the conversion of
indie pop. Furthermore, it has been used by artists with similar genre as the 1975
such as; artic monkeys, nirvana etc… The song itself is talking about drugs and not
‘Chocolate’ which is the original title of the song. There’s a close up of the artists
smoking, this is done to attract/get the audience attention. As well as to give
show/give the audience a hint about what the song is actually about, and also to
heighten emotions. The age limit for 1857, will be roughly teens aged 16-30 year old.
However some 16 year olds, may not be into indie pop videos but due to the
rebelliousness and also the all black leather clothing of the artists they will get
attracted to the music. The, older generation from 25(males) onwards, are more
likely to be attracted by the car, which adheres to the stereotypes of manliness.
The lyrics of the song implies that the boys are after no good, “with guns hidden
under our petti coats…’’ due to the fact that their target audience are from the youth
it represents the dangerous side of the youth. Women are mainly objectified in music
video and the 1975 adheres to this stereotype. Later on in the video, a very attractive
woman appeared in the video with her back towards the audience. A medium shot is
used to show her topless self, this adheres to the stereotype of women being used
as objects, as the 1975 are using sex to sell, this will then attract a lot of their male
youth fans. This then links in with the feminist theory, male gaze (Laura Muluey).
‘Women are treated as objects to satisfy the voyeuristic male gaze of the male
audience.’