The music video for Little Mix's "Hair" begins with an Instagram feed introducing the narrative of one band member being upset and the others coming over to cheer her up. It shows the members having a phone call and walking to a modern house, portraying wealth. Product placement of GHD hair tools is shown. The final scene depicts the girls doing hair and makeup at the mirror, portraying stereotypical teenage female behavior and effort to feel confident. The video uses techniques like split screens and close ups that help tell the story and draw in the target teenage female audience.

1. MusicVideo
Analysis
UsingAndrewGoodwin’s fivekeyaspects of music
videos

2. Music
Analysis
One

3. The music video starts with a board game box opening up as though everything is
happening within side it. This tells us that the music video is targeted at teenagers and is
going to be fun this is shown because games are played by the younger generation. Next
we see Snoop Dogg as our first star image, the reason for this is because it attracts the
audiences attention into him aswell as Katy Perry and tells us he has an important role to
play. Men are seen to be the stronger gender, therefore showing the male character
before the female is introducing who the dominant gender is out of the two. Snoop Dogg
is also shown on a throne which could represent the fact he could be a king. As well as
this Katy Perry is shown as a game board piece counter in Candyfornia which is a poker
based board game. Katy Perry is shown being picked up by Snoop Dogg, this also
supports the king representation as he has more power over her.
As the music video starts, Snoop Dogg says “Greetings loved ones, lets take a journey”.
This is introducing the video to the audience. Referring to the audience as ‘loved ones’ is
suggesting that they are fans of Katy Perry therefore they feel welcome and there is a
positive approach about supporting Katy Perry.

4. The elements of technical aspects of Goodwin's theory are shown through camera work,
mise en scene and editing all throughout. The mise en scene has been inspired by Alice in
Wonderland, Charlie and the chocolate factory and the board game Candy land, with
props and background such as cupcakes, ice creams, cotton candy, and lollipops. The set
of the video is shown on clouds as this supports the theme of a dream world. As Katy Perry
walks through the set she exposes her body in a strong and confident way. This tells us
that she comes across as a strong powerful women. Saying this, the male gaze comes into
it as she is ‘exposing’ her body by wearing a short dress covered in sweets.
Katy interacts with gummy bears that swear at her. This can suggest that they are being
disrespectful to her because she is a woman and in their land so maybe she isn’t welcome.
Also, this could show that the target audience is high teenagers as media platforms with
mild swearing in are rated 12A.

5. Throughout the video we see a lot of different camera angles and shots that can represent
something individually. First of all the close up shot represents that it is focused on her and
gives her centre of attention. As well as this it allows us to see her emotion. As Katy Perry is
shown through a long shot she is naked in a strong and confident way. This attracts males as
she is being shown how they want women to be seen, referring to the male gaze theory. She
is acting flirtatiously by kicking her legs up, winking and pointing her toes. Supporting this,
the timing and rhythm that she kicks her legs match the beat in the song, which shows
thought beats.
‘California gurls’ has a large audience of females with ages from 11-30 years, to attract the
male to this song they have used Snoop Dogg to be the male star image which should give
this song a more wider audience. However the target audience I believe is for this song
would be females.

6. Music
Analysis
Two

7. The music video for ‘Parachute’ starts by fading in to an old fashioned film roll. A credit is
used saying 'starring Cheryl Cole which could mean the music video may have a narrative
to it , like a film, so that the whole of the music video has to be understood correctly to
get the storyline. Next we see a medium shot of Cheryl herself. This way, the main
'character' is introduced to the audience as well as her being the star image. Next we see
a shot which looks like its from her point of view of a man dancing alone. He is dressed
smartly, in a white shirt, black trousers and a black waistcoat. This could represent him
being her hero. Also, dressing him in this costume could make him appealing to Cheryl
and the audience therefore it is agreeing with the Female Gaze Theory.

8. As the non-diegetic sounds start there is a particular beat that matches the sound of Cheryl
walking down the stairs still therefore a thought beat has been created. The lighting in the
mise-en-scene is black and red as well as their clothing being black. This represents
romance between the two. Dressing the male in a suit and the female in a dress can also
identify the two roles easily.
A shot we see is where Cheryl is sat in a big hall. The shot shows her from the shoulders up. It
looks like she is wearing an old fashioned dress. Another shot shows the whole dress and it is
a tight fitting one to portray her youth. The colours of the dress are white and navy which are
the colours of the sailor uniform which could mean Cheryl has authority as her costume could
be some sort of uniform.
Her hair is tucked back and she has dark eye make up on. This shows that the music video
overall is dramatic. She is also being shown as elegant as she has dainty jewellery on and
mesh gloves.

9. The lighting is now mainly red which represents love as well as danger. In addition to this,
Cheryl is lying down on a bed with her hair down in a white dress which could represent her
as an angel to help support this idea there is also a mesh surrounding around the bed.
Close up shots are used to show her emotions and assets which again supports the male gaze
theory as she is being portrayed how males want to see her. She begins to move slowly on the
bed as the music slows down therefore they are thought beats within this scene. Shots switch
between this scene and a male walking down the corridor which make us presume he is going
to see her. As the music starts to build up again for the last chorus they introduce very quick
shots of Cheryl from all three scenes throughout the video.
I think this music video has a target audience of females
Between the age 16-28 as it shows romance as well as this
The song its self is very sophisticated which wouldn't’t appeal
To the younger teenager
The video finishes by going back to the narrative, a male walks in on her dancing with
other males which tells the audience that she was in a relationship with him. The music
then loses the volume and the last shot is of the film roll rolling back up.

10. Music
Analysis
Three

11. The video for ‘Hair’ starts as a black screen. An opening transition occurs to form the shot of
the iPhone. The shot on the phone is a long shot, as it shows an Instagram feed. This draws
in the audience as it is a well known social media app to post photo's and video's for your
followers. The Instagram feed in the shot is introducing the video to the audience. For
example the posts show Little Mix's logo, Sean Paul and who directed the video. Using the
Instagram helps support the target audience of female teenagers as this is a well known
social media app which they can relate to
The shot then changes to a close up of a member of Little Mix to show her shocked facial
expression. This is when the narrative to the video begins, one member see's an image she
doesn't like, so the others go round to her house to cheer her up. A match on action shot is
used to show each member of Little Mix picking up their phones. To show the four way
phone call the shot uses a four way split screen. This way it makes the audience known that
they are actually having the phone call and it allows you to see all their emotions and
reactions all at once.

12. The costumes that they are wearing are portraying pyjamas's however they are silky and
sexy pajamas. This supports the male gaze theory as they are showing off their body for
men to find them appealing. The camera then gives the audience a birds eye view of the
mise-en-scene whilst the girls are walking upstairs. This part of the music video is set in a
big, modern house which shows their wealth through success and shows they are ruling
class.
A close up shot is then shown of GHD products. Product placement is important in music
video's or any type of media because it gives the company and brands more platform. As well
as this it allows the specific product to gain more buyers as they know these products are used
by Little Mix which means fans of them would be interested into getting the same product.
The next scene shows the four girls at the mirror doing their hair and makeup. This shows the
audience that the girls are stereotypical female teenagers as they are making an effort with
their appearance to feel confident.