2. Construction of brand for stars
One direction have a strong image.
In any picture of music video they are
often smiling. This presents them to their
audience as fun and friendly
Their clothing is very modern and
fashionable showing they are
targeted at a young audience. The
often wear similar clothing which
portrays them as a group.
Their music videos often involve them
appearing energetic and fun loving.
Overall they have a very innocent image that they try
and portray. They are branded as much younger than
they are so that they keep appealing to their young
fan base
3. Many bands and music artists will use angles, clothing,
lighting, props and movements in music videos to project
the image they wish to associated with.
For example:
Low angles make the artist appear powerful
High angles could be used to show innocence
Mid level angles are used to show the artist/artists are on
the same level as the audience
Dark lighting is often used to make the artist seem
mysterious
Bright lighting is used to present them as friendly and
modern
4. Closer look at a one direction video
and how they project their identity
At one point in the video all the boys in
the group are wearing the same thing.
They also are edited so they appear to
transform into each other. This shows
the audience that the group are
almost one. They aren’t individuals but
rather united force.
to continue with the theme
that they are all one at the
end of the video they are
shown in a group shot. This
time they are in matching
colours. They wear darker
colours to perhaps show that
they are serious as this is one
of their less upbeat songs.
