The video provides a narrative story that aligns with the song's lyrics. It depicts a woman grieving the loss of her lover who went off to war. There are flashbacks showing her happiness with him before, contrasted with her sadness after his death. The video uses many close-ups of the artist to connect emotionally with the audience and tell the story. It references other romantic films and stories to appeal to its target teenage female demographic. Overall it uses a narrative format accompanied by the artist's own performances of the song to market the artist and her music.

1. Thinking of you – Katie Perry

2. how does the video market the artist?
• The video complies to the convention of the record labels
demand for many close ups because this is how the image
and iconography of the artist will become public. Doing this
will attract a specific audience demographic which in turn
will mean that Katy Perry’s sales will increase. She is also
wearing flattering clothes and make up (also she is
probably airbrushed) to make her attractive which will
mean that more people will be likely to buy the record or
album. Two videos were actually made for this song, one as
a promotional video made by Katy Perry’s friend and then
later, this one, the commercial one was made and released
and therefore we can say that the video isn’t for
promotional purposes as such. However, aren’t all music
videos to market the artist for promotional purposes?

3. Who is the audience?
• The audience demographic targeted for this
video would be teenage girls. Described as
social butterflies who will shop on the high
street buying brands such as TopShop and
H&M and New Look. They will be very friend
orientated and have profiles on social
networking sites such as Facebook and Twitter
and Instergram. Age range between 12 – 18.

4. Camera workThe first shot we see is a close up of her shoes. This sets the ear for the audience because of the style of
them, creating a 1940’s feel immediately. We then see a long shot of the artist as she walks to her dresser
and sits down this, straight away, tells us who the artist is and also sets the pace of the video because she
walks slowly, representing the music. The camera then undisolves to show a close up of her which is
when she starts singing. This makes the audience see her emotion immediately and will enable the pace
and feel of the song to be established. It also establishes that she is the artist, marketing her as an artist.
This opening few scenes are unusual because we do not see an establishing shot, defying conventions.
We then see a few close ups of her lover who has gone into the army and a cross showing us that she is
religious and also further showing us the era. The video then shows us the artist through a mirror, this
could mean that we arent seeing the real woman, implying that this is a true story however Katy Perry is
only an actor or that something like this has actually happened to katy Perry although we arent seeing
the full true story. This results in the audience creating a better connection with the artist which, in
turn, results in more people having empathy for her and buying the record as a result of this. We then see
her lover in a small pan movement. This is done while he is asleep to mimic how she is looking at him; the
camera moved from his face and then across and lingers around his muscley chest and arms. This will
sexually appeal to the female target audience because he is an attractive man but also because he is in
bed which implies that him and the female had sex the night before which provokes sexual thoughts in
the audience. There is then an establishing shot part was through which shows how perfect her life was
before her lover left to go into the army with the sun set in summer sitting in a field and just being with
him and being happy, shows through the back high key lighting and romantic setting. The artist and her
lover are literally running off into the sunset here which is the perfect happy ending however its not the
ending which the shadowed silhouettes of the trees foreshadow. There is a tracking show when we can
see the soldiers fighting as a man slides along the floor on his front which suggests there is need to hide
as there is danger a head which he doesn't want to get him.

5. Editing and sound
There is a part in the fighting scene when her first lover gets shot and he falls
to the ground and as this happens the camera cuts to the artist and her new
lover as thy both lie down as it is implied that they have just engaged sexually.
This could imply that she has tried to exactly replace him however the look on
her face at this point suggests that she knows that this is wrong and that he
was impossible to replace. It could also suggest that in her head she just uses
the new lover and pretends that it is the soldier just so that she has someone
there to love her. Also in the fight scene there is no colour apart from black and
white. This could be to enhance the fact that it is in the 1940’s however it
could also suggest that there is no colour in either of their lives anymore
because they havent got each other. The many jump cuts and straights cuts
imply that is it a pop video and the dissolve concludes this.
The music when she is miming the lyrics in diagetic sound because it looks like
she is singing it however when she isnt seen to be miming the words the lyrics
are non-diagetic sound where as the music is always non-diagetic. There is no
other digetic sound in the video which suggests that they lyrics and song are
the sole focus and that she is telling the story from 1940 rather than the story
actually happening present day which strengthens the relationship between
the lyrics and visuals.

6. Mise en sceneCostume – all of the costumes that Katy Perry wears are quite revealing, flattering and provocative to make her seen
sexually appealing to the audience. The men in the video are shown throught their clothes to be very manly. For
example, the 2nd man that we see is wearing army uniform suggesting he is very strong and masculine because this is
what connotations or army men are like. The fist man that we see is show to be manly because he is showing off his
muscles and looks rugged with stubble which all have connotations of being masculine.
Lighting – the happy flash backs are bright and include bright high key lighting showing that this is the better times. At
1 minute 44 seconds in the video the artist is stood at the window and the new lover comes up behind her to kiss
her, however he is in shadow, implying that he isn't good and doesn't bring her happiness just drags her into the
shadows with him. Here he is very much portrayed as a sexual predator rather than a lover and it suggests that she
doesn’t with to be with him, reflecting the lyrics because she just wishes to be with her first lover.
Actors – the artist is playing the main role in the narrative which could imply that she is the star and is the main focus
of the video, which she is. Another interpretation could be that she is marketing herself and a singer and actor which
will make people look up to her more because she is multi-talented. It will show to film makers that she is capable of
acting and could therefore star in their film maybe. All in order to increase her fan base.
Make up – I think that she is seen to be wearing natural make up to show that she is a natural beauty however I think
that she is wearing a lot of it. This could be because she is self concious or it could be because she cant show her true
self to anybody because all the beauty in her life left with her first lover and now she has to make herself look
attractive to others by putting lots of make up on.
Props – the props used amplify the story line perfectly and attract the right target audience because of the
intersexuality some of them hold. For example, the bike and the reference to ‘the notebook’ it has and the photograph
of her first lover and the way it amplifies and emphasises the story line.
Setting – the setting enhances the romance in the story line because of the location of the house and the summer
setting in the fields where they are happy and in love. It shows that you don’t need much to be able to have the best
time of your life, it shows that its the company you keep that makes you happy. This is shown because the artist is in
the same place yet because she has lost the one she really loves her happiness has gone. This enhances the lyrics
because they tell of sorrow and explain that it she cannot replace him.

7. Andrew Goodwin

8. Particular genres may have their own
video style and iconography
A key convention of pop videos is the performance element in the
video, meaning its either performance based or if it is narrative based
then a performance aspect will be included within the video. In this video
there are clips of the artist performing the video because there is a large
narrative as she is playing a character in the video, this is complying to this
convention of Andrew Goodwins. Also there are many fade in and out
effects used in the video which are mainly een in pop videos and quick
cuts in the editing. Also match cuts and jump cuts imply further that the
genre is pop. As the video draws to a close another fade cut is used and
we can therefore conclude that . Another aspect is the pastle colours and
neutrals in terms of fashion which creates a feel that its set in the 1940’s.
Althought the funeral scenes include dark coloured clothing, the flash
backs brighten the video, also complying to the conventions of bright
colours within pop music videos.
Genre?

9. Relationship between the lyrics and
the visuals
This video is narrative based presenting the lyrics as a
story, this describe the story and the visuals represent
and amplify showing us thoughts, emotions and
literally what happened. The visuals are reflected in the
visuals in the video giving us an insight into the females
life, this is illustrating lyrics very well meaning that
there is a strong ralationship between the two.
Literally, translating the lyrics into visuals. For
example, when the artist sing ‘and bust in the door’
she closes a door in the video, amplifying the tragic
loss in the video. Almost as if she is waiting for the
soldier to return home.

10. Relationship between the music and
the visuals
I think there is a strong relationship here shown
through the order of the cuts and editing to the beat of
the song almost as though we are just blinking making
it seem natural and making the audience feel
connected to the artist. The cuts are smooth and even
and dont retract out attention from the lyrics or the
song or looking unnatural. The artist is lip singing the
song and is shown to do so throughout the video this
establishes that Katy Perry is the artist but also helps us
distinguish between performance and narrative. We
can therefore conclude that there is a strong
relationship here.

11. Record labels demand for close ups of
the artist
There are many close ups of the artist which not only
establishes that Katy Perry is the artist but it also helps
the arudience to connect with her because we can see
the raw emotion on her face, this means that empathy
is created for her. This especially applies in this song
because of the tragic loss that the lyrics are explaining.
Close uos also reflect the words of the song because
we can see her ‘singing’ them there is no direct mode
of address when she is singing, she always seems to e
looking out of a window or completing another activity
such as putting lipstick on. However this could be
classed as visual style because it could be an intended
natural look.

12. Frequently reference to notion of
looking
There is reference to notion of looking mainly be the ‘new lover’ of the
female within the video. This encourages the audience to indulge in
similar behaviour . The man looks at the artist in a very sexual and
preditory way and because we see the artist from his view, it makes her
seem very appealing to the audeince. The mise en scene reguarding
costume are very provocative showing her in 1940’s underwear, inclusing
a garter belt and a sheer dressing gown. This could be shown to attract the
male target market to make her sexually desirable, which would make the
male population more likely to buy the single or album and also among
women to make her seem very elegant and therefore classy, increasing the
number of people who look up to her as an idol and therefore ultimately
increasing sales of the record. The camera is only moderately showing
voyerism with close ups of the artists lops and eyes which are seen as
sexual aspects of a woman however it doesnt show her legs or bum. This
could be because of the director trying to reflect the era or it could be
because the focus is meant to be more on the emotional aspect of the
video and therefore the camera shows the elegance as the attractiveness
in the video as to not exploit this sensitive issue.

13. Intertextual references
The plot of the narrative is very similar to many films such
as Dear John. I chose this one in particular because of the
mise en scene similarities. This could have been a
deliberate link by the producers because of the audience
demographic of dear john. Starring channing tatum this will
appeal to teenage girls which is near the same target
audience as Katy Perry aims at. There are even similarities
in certain shots between the two media. This will
popularise the music video to the target audience she aims
at. Also the scene where she is riding on the front of his
bike is the exact same set up as a scene in ‘the notebook’
which also has the same feel and target audience because
of the soft romance. This also supports John Stewarts
theory.

14. Is the video primarily
performance, narrative or concept
based?I think that is mostly narrative based because
of the clear story line that unfolds. The female
loses her lover to the war and attempts to
replace him but fails. It also shows the
preperation for his funeral and flash backs of
them together when she was happy. It is also
pertly performanced based because we are
also shown Katy Perry singing snippets of the
song while in character.

15. Laura Mulvey’s theory
The artist is with a lover in this video and therefore we are seeing her from
the perspective of a heterosexual male which complies to Laura Mulvey’s
theory. Her costume is very provocative showing much of her bare skin
because it is underwear. She is also seen to be partaking in sexual activity
which from a male viewers point of view will be very sexually appealing. This
is done essentially to widen the target market and try to appeal at males as
well as females to achieve more sales. At one point in the video we are
shown her bare legs and her hands are on them which could be viewed as
slightly provocative to the audience. We are also shown her beauty through
close ups in the video, her lips and eyes are focused upon which are seen as
attractive features. The artist is filmed putting lipstick on which can be a
very sexual action which supports the fact that the producer is showing the
female from a heterosexual males perspective. Because we see her in this
way she is seen as a sexual object even if she is portrayed as elegant
because elegance is attractive and males will be sexually attracted to her.