The lighting in the music video is distorted and makes the artist look pale, representing an underground bunker with flickering lights. The lighting emphasizes the artist's features to make her look attractive and appeal to a male audience. The dark, cold lighting fits the deep narrative of the song about relationship troubles and creates shadows on the artist's face to make her look thinner, potentially increasing album sales.

1. Lighting Research
http://www.youtube.com/watch?v=uGwH-x4VoH8
The lighting in this video is quite distorted, and looks like
constant photos are being taken. The lighting which is on
the artist makes her look quite pale and cold, which
could go with the song ‘cold shoulder’. The lights could
be flashing, which can represent an underground
bunker, where the lights always flicker. The effect of the
lights going on and off make the video look quite
twisted.
As the background is quite dull or sometimes even pitch
black, the lighting makes the artist face stand out. The
lighting on the artist face emphasises on her features
and makes her look more attractive, to appeal to the
male audience.
As the song is about her troubles with a man, it is quite a
deep and dark song, therefore the lighting goes with the
narrative. If it was bright lighting, and her walking
through a field in the sunshine, it wouldn’t go with the
song. The lighting makes the whole room, which we
think looks like an underground bunker, look very cold
and isolated.
The lighting also creates a shadow on her face, making
her look much thinner than she naturally is. This could
be her record companies decision, because they want to
follow conventions of the music industry, and make her
look flawless, to increase her album sales.