1. Question 1
Within Goodwin’s theory we states the usual conventions found within
a professional music video and from this we tried to follow some of
those but also challenge them to give the consumer a twist to cling to
and keep their interest.
Another theory that shows the typical conventions of a music video is
the Carol Vernallis

2. The first of his points was,
There is a relationship between the visuals and the lyrics, with the visuals illustration
the lyrics on screen.
Throughout the video this convention is prominent with Scralett clearly portraying
what 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 and
laughing. The nature of their body language clearly illustrates a playful atmosphere and due to
the simplicity of shot (mid-shot) it gives the audience no reason to doubt what the artist is
singing.

3. The second point within his theory is similar to the first however this time it says that
the music relates to the visuals apposed to the lyrics, this could be shown through the
editing with it changing to the beat of the music.
Within this scene these four shots all change on the beat. This meant that although there
were not links with the lyrics the viewer was still able to make a link between them both.

4. The third point is that generally the record company will demand a lot of close up of
the artist especially if the video is accompanying the artists debut song, which is in
fact what our single/album was, thus meaning that we had to follow this conventions
to achieve face recognition when we were to release the digipak and more songs.

5. The next point is voyeurism (when the viewer feels as though they are spying on the
character).
This is prominent in this scene as the two characters are having a intermit moment with
one another. Also in the second shot I thought this was interesting as throughout the song
the singer is talking about her to felling to about him but unlike other songs she directing it
him rather than telling a story so in a way from this shot you feel like you not only intruding
on her space (i.e. spying) but also in her thoughts. This idea is amplified by the spot focus
of the leaf rather than her, suggesting that she isn’t really with us but is focusing on her
thoughts and feelings.

6. The fifth and final point within Goodwin’s theory is intextuality. This is when a new media
product uses an idea from an already existing products and replicates it. Although we didn’t
uses 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.

7. Editing may become ‘foregrounded –
the edits may be really obvious, to
draw attention to themselves as
opposed to invisible, continuity
editing. We used this technique
throughout the video as at the
beginning of the project we decided
that a montage like video would be
more appropriate to our genre of
music and also that this would allow
us to hold both types of
viewers, active and passive, as the
montage of clips would engage the
viewer that ‘flit’ to and from the
video but the narrative would obtain
the active viewers.

8. Another point that we picked up on when planning our music video to ensure it looked
professional and as though would fit within the market would using similar shot types and
framing throughout the video.
Although we didn’t do this continually through the video as we didn’t want the viewer to
get bored we tried to balance it so that the viewer was able to pick up on it and therefore
be able to think the framing with the artist (which would help when the artist were to
release 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.

9. One point from the Carol Vernallis theory that I picked up on was the narrative may not
always come to a clear solution and I feel this is something we explored within our
video as the final shot is of Scarlett walking away. This definitely leaves unanswered
questions but by doing this engages the audience even after the video is finished and
brings them back for more of the artists videos so see whether questions will be
answered.