The music video portrays women in a sexually objectifying manner as they perform DIY tasks like drilling and sawing wood while dressed in revealing clothing and using seductive body language and facial expressions. Various camera techniques like close-ups are used to emphasize the women's bodies and appeal to the male gaze. While the fast-paced techno music is appealing, the video objectifies and stereotypes women as sexual objects for male pleasure through their representation and the voyeuristic male gaze. Some viewers may find the video offensive for this reason.

1. Davina Padhiar
Similar Text Analysis: Benny Benassi – Satisfaction
The title of the chosen track is called ‘Satisfaction’ by Benny Benassi, which is dance club
music. The target audience for this would be mainly males as the video itself would attract
men. The lyrics are repetitive and are consistent throughout the music video. “Push me, and
then just touch me, till I can get my, satisfaction.”The music is fast pace and has a repetitive
beat. This type of music would fall under the genre of techno and dance music which would
be played in clubs. During the middle of the music video, the music fades out making the
audience think the track is finished until a woman pulls the chainsaw chain, which then re
boots the song, and starts playing again. I found this effective and made the music video
seem original and creative.
The music video has a closed narrative structure, therefore we know what is happening
during the video, as it becomes repetitive and sticks to one particular focus which is the
women. There is one idea throughout the music video shown clearly, which is that the
woman are very sexual while they promote DIY equipment. It is in a linear structure with no
storyline portraying it to be un-realistic
because the women are portrayed as
sexually active. The artist is not shown,
however his voice is used as a voice over,
therefore making it seem that the male
voice is dominant and controls what the
women are doing encouraging them to
act in a sexual way.
Women are shown to not have many
clothing on as they are performing DIY
work using sexual movements such as licking their lips or using the chain saw in slow
motion. The camerawork emphasises on the main sexual body parts of the women by using
close up shots. This evokes the male attention by showing what a male’s fantasy would be
like when women are doing DIY work. Goodwin’s theory relates to this, as the camerawork
and editing emphasises on the women’s body, such as close up of the women’s bust and
either editing it to make it larger to get the males attention.
Regarding representation issues, women of different races such as black and white are used
for the male fantasy. The use of idealisation is used well in the video as it shows that the
males interest is that the women are doing a typical males job using sexual and seductive
movements to keep them occupied.
Voyeurism is used as using women as a display promoting the DIY tools, however wearing
less clothing progressing the voyeuristic response of the ‘male gaze’. Therefore this
enhances the male’s dominance.

2. Davina Padhiar
The majority of shots used are mainly to emphasise and focus on the female bodies. A long
shot is used of a woman drilling into
the wall in slow motion, giving
emphasis on her body and the
viewers find it appealing. A mid shot is
used showing the bottom half of a
female’s body, enhancing focus on
her attractive legs. This was effective
as it showed what a male’s ideal type
of women would be like. Other shots
such as, close ups of the females
licking their lips, tracking upwards from the legs to the females face, and a close of shot of
the woman’s bust whilst she is sawing wood. This comes across as stereotyping what a
male’s fantasy type of a woman is like. As we know, a lad’s ideal girl would be like this,
however, not many are attracted to women with loads if lip gloss. A long shot of a woman
drilling into the ground, as her body
parts start bouncing emphasises the
seductive actions and evokes the
males attention when a close up of
the bust is shown.
They have edited in text on the side
of the frame, showing the viewers
that they can get whatever tools are
being shown which contradicts to
what else is shown on screen such as
the females being seductive. “Heavy duty breaker”, captions are used when naming the tool
as the female promotes it using sexual movements, therefore grabbing the males attention
and making them think that if they buy the tool, they can have the woman too.
The location is set in a studio using bright coloured backgrounds such as green, orange and
red. This enhances the colours and makes it more bright putting focus on the females. There
are DIY tools used as props, whilst the women use them on brick and walls as example’s as
is promotes the product sexually and effectively.
The females haven’t got much clothing on, apart from shorts, and a belly top or a bikini. This
attracts the male attention, and by having the females wear less clothing, the focus is mainly
on their body and bust. The women wear a lot of lip gloss with close up shots focus on their
lips to make them look seductive.
The body language is very sexual and the women push their busts out to give emphasis on
them for the male attention as they are doing the DIY work. The facial expressions are
always on focus with the camera making eye contact as the women lick and bite their lip for

3. Davina Padhiar
a more seductive look. The females are
wearing bright colours so they stand out
giving more focus on themselves when
the camera is on.
Readings show that the music and the
video is appealing to them, the video has
been labelled to be like ‘pornography’ due to the sexuality and flaunty women in the music
video. I find this music video very interesting. The video itself doesn’t appeal to me very
much, however I do find it shocking and flaunty due to the way the women are displayed on
camera. However, when analysing the music, I find it appealing and would listen to it quite a
lot due to the fast pace, and techno sounding which grabs my attention. Some viewers, such
as feminists and religious people could fine this video offensive, due to the portrayal of
women as blatant sex objects, firing an oppositional reading.