KARD is a co-ed Kpop group signed to DSP Media. Their debut single "OH NANA" was intended to introduce their concept of each member representing a playing card and create buzz. The music video portrays the group as stylish and successful through designer clothes and urban settings to position them as aspirational figures for their target audience of 15-25 year old aspirers and explorers.

2. Textual Analysis : KARD – OH NANA
Representation: Kard is a co-ed Kpop group (with a focus on R&B/hip hop)
consisting of two female and two male members. The unique dynamic itself makes
the group seem refreshing and different amongst other groups in the Kpop scene.
Kard are represented as stylish, mature and urban, as well as skilful dancers and
rappers/singers.
J.Seph Somin BM Jiwoo

3. Institution: Kard are signed to DSP Media; a South Korean entertainment company
that operates as a record label, talent agency, music production company, event
management and concert production company, and music publishing house. DSP
Media specialise in R&B, dance, electropop and hip hop within the Kpop music
genre.
Audience: Their target audience consists of heterosexual 15-25 year olds, who lie
within the psychographic category of aspirers and/or explorers.
Textual Analysis : KARD – OH NANA

4. Textual Analysis : KARD – OH NANA
Narrative: ‘OH NANA’ is the first of three project singles to be released before their
official debut with the intent to introduce the public to the band’s concept, (that
each member represents their chosen playing card: BM- king card, Somin- Black
Joker, Jiwoo- coloured joker, J.Seph- ace), as well as to create a ‘buzz’. For this
reason, the music video is what Sven E. Carlson would describe as a commercial
exhibitionist (a type of performance video), as the band is made to seem appealing
to the target audience by being portrayed as successful in the given context (i.e
having expensive designer clothes), and so are positioned above the audience. In
consequence, the target audience idolise and aspire to be like the artist.

5. Editing:
Textual Analysis : KARD – OH NANA

6. Time: 0:10
Shot type/camera movement: This establishing shot of the
group dancing is also the master shot of the mv, therefore
following the code and convention of Kpop music videos,
that the master shot is of the group dancing. These shots
highlight the band’s high ability of dance, gratifying the
expectations of the target audience, as well as positioning
the band above the audience.
Mis-en-scene: Artificial, low key red lighting- this lighting is
frequently used (almost a code and convention) of R&B
Kpop music videos.
Time: 0:20
Shot type/camera movement: High angle mid shot.
Mis-en-scene: Again the red lighting (same effect as before)
The graffitied walls are connoted with cities and rebellion,
strengthening the urban and cool representation of the
band.
The costume of the fur coat conveys a

7. Time: 0:41
Shot type/camera movement: Low angle crab shot- sense of
mystery- explorers
Mise-en-scene: Low key artificial green lighting- same effect
as mentioned previously- except the green shots provide
relief for the constant red lighting- makes it more engaging
Time: 1:41
Shot type/camera movement:
Mis-en-scene: old car- retro, cool
Body language- confidence

8. Time: 2:26
Shot type/camera movement: Low angle -
Mise-en-scene: background of high rise buildings- indexical
sign- conates with urban and city- creates the modern and
urban image of the band- appeals to target audience
Time: 2:01
Shot type/camera movement: close up shot of the band
member which highlights the artist’s indifferent expression
and
Mise-en-scene: the sunglasses

9. Black bands at top and bottom is code and convention of
music videos- may use to look established and professional
Artificial lighting to adhere to the codes and conventions of
R&B music videos- this will make my mv look professional as
well as relay a similar image of my artist.
What I have learnt: