2. Sound
• At the beginning of the video, diegetic sounds of the wind and thunder are used
and dialogue by Jessie J and a creepy voice from an old man are spoken over this.
There are also shots of people talking and laughing which we can hear.
• Half way through the video, diegetic sounds are used again but of the clocks ticking
and smashing and can be seen behind her. This is obviously an overwhelming sound as
we can see Jessie J covering her ears to block out the noise looking worried.
3. Cinematography
At the beginning of the video, an establishing shot is used of the house of which
the video is going to be set. This setting represents the setting of the classic tale
‘Alice in Wonderland’.
There are a variety of shots used:
Close ups are used of the artists face showing facial expressions which conveys
her emotions to the audience and also the audience can see her make up.
Long shots showing the different scenes around the house including the corridor
that is famous in ‘Alice in Wonderland’ with different doors all along it.
A steady cam is used to show us all the characters sat around the table.
Although the camera doesn’t follow one particular character, the camera rolls
along the edge of the table to get a shot of them all from both sides.
Medium shots are used to show in more detail, the actions, appearance and
costumes of the characters in one shot.
4. Editing
From the establishing shot, we can see that the sky is dark black and blue with
thunder in the sky and a crow emerges from the right side of the camera and
flies past. These shots convey that it is a spooky and haunted house.
Also at the start of the video, there are many fast paced jump cuts one after the
other showing people laughing and eating around a large table and then one
steady shot of Jessie J is used as she walks towards the camera and her eyes
have been edited to stand out as they are much brighter and catchy than
anything else in the shot.
There is blurred shot of a hallway and then it slowly starts to unblur and reveals
a white horse standing in the middle of it.
5. Mise en Scene
Close ups are used of Jessie J’s face and this reveals the use of vibrant makeup
used on her lips and eyes and this makes her stand out from the rest of the
characters in the video.
Every character in this video is dressed up as someone different with the use of
costumes and makeup as someone from ‘Alice in Wonderland’ such as the
Queen of Hearts and The Hatter.
The characters are sat around a banquet table identical to the one used for the
‘Mad Hatters’ Tea Party’ with food and drinks.
6. Andrew Goodwin
Referring to Andrew Goodwin's theory, many of his ideas were taken on board
and broken when producing this video.
We can easily tell that Jessie J is the main artist in the video as most of the
attention is placed on her with uses of all different kinds of shots such as
extreme close ups, close ups, mid shots, and long shots all to convey a different
meaning.
There are relations to some of the music to the visuals such as the scene at the
beginning of the video, as the old man says ‘look into my eyes’, Jessie J’s eyes
stand out more than anything else in the close up shot and she is walking
towards the camera staring into it. Also, as a voice says ‘a simple blur’, the shot
of the hallway is blurred.
A way in which lyrics were related to the visuals were when ‘if I could turn back
the hands of time’ was sung, clocks were shown turning anti-clockwise. This
scene also relates to ‘Alice in Wonderland’.
The genre of this song doesn’t relate to the genre of the video. The video relates
to a classic tale of ‘Alice in Wonderland’ and the genre of the song is pop/RnB
which contrast with each other but makes the video interesting.
