Analysing a DVD or CD COVER
The Who - Who are you?
A enigma is created by the use of different photographs used to present the band, the use of black and white photographs and blue and black print collage make the audience question the identity of the band. By doing so it attracts the potential audience to listen to their music and discover who 'The Clash' is.
The Who - Who are you?
Image
The long shot of the band postioned centrally effectively draws our attention to them. By postioning the band centrally we are able to quickly establish who they are. It is significant for the audience to connect with the band because it aids the consumation of their media.
Copy
The use of the yellow text 'who are you' is effective in capturing the audiences attention. Yellow is a eye catching colour which naturally comands an audience however, its central postion further aids this. It could be considered the producer of the single wanted the audience to direct its attention to the question 'who are you' in order to enable the audience to reflect this upon themselves.
Genre
Genre is communicated through elements such as mise en scene, the single artwork features cables which appear usually associated with live music/performance instruments. The incoporation of this reinforces the genre of punk/rock where it is common to feature live instruments.
Connnotation
The secondary level of communication in the 'Who are you' artwork could be identity. The band are of british identity and and as a collective they are shown in the artwork. Therefore, by their established identity it opens the door to the audience to discover who they are.
Target Audience
The target audience for 'Who are you' appears to be men, this is reinforced by the band being a collective of men standing above a 'Keep Clear' electrical area sign. This sign could be interpreted as women should keep clear because they are not men therefore unlikely to know about electrics and this single.
Mode of Address
A relaxed mood and tone is created by the body language of the band, the vocalist (male in blonde hair) is seen with his arm crossed resting on his knees. His relaxed posture accompanied with his band mates enables the audience to reflect his welcoming calm attitude.
Tag/line/title name
The title of the single is 'Who are you' and this title enables the audience to think about who they are as a person. It could be interpreted the title evokes a sense of self discovery because the question is an open question.
Blurb/inlay
Representation
It is suggestive the artwork cover has been created to represent gender. The men are quite high up in contrast to the audience and this reinforces dominant ideology that we live in a patriarchal society.
Other
Green Day- 21 Guns
Image
The solider print displayed on a red background relates to the song title '21 guns' succesfully. The soldier print makes the audience relate to war and the red background can be identified with pain. These two elements allows the audience to relate the use of mise en scene with the title because the title reflects pain and voilence.
Copy
The black and white colour fonts used in the artwork contrasts each other, the white 'Green day' font connotes innocence however, '21 guns' is black and connotes power. It could be interpreted the font colours have been chosen to contrast each other to show Greenday is innocent in terms of their involements with guns and they view guns to be the opposite of what they stand for. From this we can view a political message from the band.
Genre
The punk rock genre commonly features poltical messages and the copy of the artwork establishes this as perviously stated.
Connotation
The secondary level of communication could of 'Green Day - 21 Guns' could be to subsititute war and voilence with peace. By showing a contrast with the white 'Green day' font and '21 Guns'it is suggestive they are a peaceful band, therefore, it could be interpreted they are trying to highlight this message in their artwork.
Target Audience
I believe the target audience for '21 Guns' is the 16-24 age group, the artwork of the single can be considered to be edgy which is common to the genre. The use of soldier is also edgy and can be seen to be a rebellious act by the band, this sense of rebelion is often a general association for this age group in society.
Mode of Address
The mood and tone is created by the artwork, the artwork creates a dark mood and serious tone because of the use of red background. The colour red has both positive and negative associations and due to the soldier print being on the background it compels the audience to believe it has been used to highlight negativity. It could be considered the audience has been spoken to in a adult manner due to the incoporation of politcial imagery such as the solider.
Tag line/title/name
The name of the single '21 Guns -Greenday' makes the audience feel the title is enabling the audience to be aware voilence regarding guns is invovled in the song. This therefore, evokes the audience with a sense of worry because in todays society guns are use negatively.
Blurb/inlay
The blurb persuades the audience to buy the single because it features song lyrics to '21 Guns'. By providing song lyrics it aids the audience's interaction with the song and helps them become involved in the songs if they purchase it. In additon, the font in the blurb could be described as street and this targets the 16-24 demographic and this encourages them to buy the single because it shows relation to this demographic.
Represenation
It could be interpreted 21 Guns by Greenday represent the working class, the font used for the text is similar to spray paint and this type of caligraphy is generally found in urban population/working class enviroments. By representing the working class it enables the working class to feel empowered and not as the underdog in society.
Other
An enigma is created by the use of the red background, the audience is propelled to consider what it connotes and the preferred reading. By enabling the red background to act as an enigma the creator of the cd artwork allows the audience to delve into the connotations of colours and ultimately become an informed reader.
The Clash - The Call up
Image
An act of rebellion is intially viewed on the artwork of the single, there is a man postioned by the 'T' of 'The Clash' and he appears to be throwing his guitar in the air. The rebellious act leads the audience to feel this is the nature of the group. It could also indicate this theme is going to run throughout their music. In additon, the photograph of the man is in black and white and this gives the photograph a dated feel.
Copy
There are three primary font colours used on the artwork red,yellow and white, these colours highlight the text due to the loud nature of the colours used. The highlighting of the text enforces the audience to pay attention and take notice of what is displayed, which could be considered to be effective because it achieves this.
Genre
The use of photographs on the artwork which show the band playing a multitude of instruments, reinforce the genre being punk/rock. It is common in this genre to play live instruments and the photographs use succesfully convey this.
Connotation
The secondary level of communication for the 'The Clash' cover artwork could be to embrace those around you. There is a blue and black print collage of the band and it shows a a united collective because they appear to be relaxed with each other. By reinforcing to the audience to embrace those around it aids the practise of respect.
Target Audience
It is not clear wether the target audience is for teenagers or adults, it could be interpeted it is for teenagers because the use of red font conveys rebellion but on the other hand the black and white pictures appear to enforce a sense of nostalgia for adults. However, i believe the intended target gender is male.
Mode of Address
A edgy mood and tone is created by the use of font and colour used on the artwork and also the use of mise en scene. The font is loud due to it consisting of colours such as yellow and red and the images featured show band members in various poses with their instruments. By using both font and image the audience is lead to believe the band it edgy and the their music is also it. In additon, the edgy nature used is suggestive the audience are spoken to in a loud, out there manner.
Tag line/title/name
'The Clash' the singles appears to be a album of the 'The Clash's' top singles, I have chosen this because I could not find 'The Call Up' single artwork. However, the title of 'The Call Up' is white which connotes innocence. The use of white is suggestive the band want the audience to percieve their song as innocent and fun.
Representation
Gender is represented in the artwork, the use of colours such as blue and black appeal to males due to the colours chosen being masculine.
OtherA enigma is created by the use of different photographs used to present the band, the use of black and white photographs and blue and black print collage make the audience question the identity of the band. By doing so it attracts the potential audience to listen to their music and discover who 'The Clash' is.
The Jam – Town called Malice
The audience are given a high angle view of a town through black frame similar to wires, this enables the audience to feel like they are restricted and their human right of freedom is taken away. The imagery used is effective is in evoking emotions and it is suggestive it has been used to allow the audience connect with the theme of malice which runs throughout the song.
In addition, the colours used on the artwork are dull, the town is seen through a brown tint and the frame is black. The colours create a gritty tone for the audience because it is not welcoming and supresses emotions such as happiness. By using these colour it is suggestive the creator wants the audience to feel supressed. Furthermore, genre is communicated from the use of imagery a gritty nature which is common to the punk/rock genre is founded by the use of black bars and high angle perspective. These elements make the audience look down on the town and although they are trapped behind bars there is a sense of superiority.
I believe the title ‘Town called Malice’ is effective in making the audience feel negatively about the town. The audience feel compelled to think about the town being a place of ‘Malice’ because the creator addresses that in this way. By doing so he makes the audience feel as though they are informed readers but ideally they are preferred readers.
Furthermore, the target audience appears to be male because the dark colours used such as black conveys dominance. Dominance is associated with males and the dominant ideology in Britain is we live in a patriarchal society. It is also suggestive, ‘Town called Malice’ represents the working class because the imagery shows houses which are attached and these houses are a common feature for this class.
Moreover, the secondary level of communication could be freedom; the audience are seen to lack freedom because they are shown to be behind bars. This lack of freedom enables the audience to think about the freedom they have as opposed to those who do not have freedom. To have freedom is often over looked and the artwork for the ‘Town Called Malice’ makes us appreciative.
The Hoosiers- Goodbye Mr A
The Hoosiers – Goodbye Mr A
The artwork of Goodbye Mr A is overall dull the background is grey and allows the audience to feel as the tone of the song is also going to be dull. However, the tone of the music contrasts the artwork because the song is upbeat. It is suggestive the creator of the text wants to lure the audience into a false sense of security about the song, however I don’t believe it is effective because it does not show the true potential of the upbeat song.
Furthermore, the band is positioned centrally in the artwork, conveying to the audience they are a united collective. However, there is a close up shot of the vocalist as opposed to the mid-shot of the remainder of the band members. This indicates the vocalist is more significant and although they are united collective they have a leader.
The expression of the band members face appears to be comical, the close up shot of lead vocalist appears as if he is pretending to be scared. The lack of seriousness is common to the genre of pop/rock because it is a subgenre which is known to be light hearted.
Moreover, a white font colour is used for the bands title which connotes purity and innocence. The use of the font colour could be linked to the possible target audience of teenagers because although they are seen as rebellious in society they possess an element of innocence. In addition, the artwork suggests it is a representation of gender. Grey is a colour which is often linked to masculinity and this is reinforced by the band being a group of males.
Analysing an Advert
The Hoosiers, have established their band identity by using a font which is associated with them this enables the audience to quickly identity this is their poster. This is significant in encouragin sales because the audience are familiar to a known branding. Furthermore, the white font is connotes innocence and it is similar to the font used on the CD cover therefore the theme of innocence has been reinforced. Moreover, the target audience is widened by the use of different colour codes for the same album. There is blue,green,pink and yellow and it enables the target audience to be male or female and it also aides the audience the to believe the poster is a representation of class. The variety of colours offered for the album make the album appear like it is relating to pop culture and this culture is commonly associated with the working class.
The pose of the male character is typically femenine and the pink writing also reinforces this nature. It is suggestive this pose has been chosen because it relates to the female demographic and the creator of the advert wants to appeal to the female masses. By appealing to the females it opens the punk/rock genre to the both genders and could lead to a increase of sales. In additon, the central character appears to be of importance because of his postition which could be because of his gender. On the other hand, the secondary level of communication for this advert could be men are not always ruthless they can have a sensitive side. This is shown by the pale colours used surrounding the male character, by using this secondary level of communication the audience can view the opposite sex in different light. The tag line 'The Jam. The Gift' could be interpreted to be forceful in its address it leads the audience to believe it is 'The Jam. The Gift' therefore i believe it is effective in persuading the audience to purchase the album.
The inclusion the Union Jack highlight the nationality of The Who, by highlighting nationality it is suggestive the target audience for the album is British. The appeal to British audiences could be due to the band also being of this nationality and they want to share their music with their homeland. In additon, it it could be considered the advert is a representation of british ethnicity, the collective of males are British and this reinforces the dominant idelogy in Brtian being British.
Moreover the title 'The Who' is simple and the black font used connotes power therefore the title can be described as simple but powerful which is a reflection of the band. Futhermore, the collective of men who appear in the advert enable british men to feel a sense of pride and this be considered to be their target audience. By showing men as a collective it also reinforeces the dominant ideology that we live in a patriachal society. In additon the secondary level of communication could be percieved to be pride, the collective of men are cleary shown to be proud of their heritage because they are proudly displaying their flag. Identity appears to be significant with 'The Who' because the word 'Who' indicates a sense of self discovery.
The close up camera shot of trousers and feet postioned centrally in this advert suggests the advert is trying to appeal to men. By appealing to men it encourages them to pay attention of the advert and potentially buy the album. It is significant to appeal to a target audience because it aides how you want the preferred reading of the text to be percieved. Furthermore, the use of the colour blue for the 'Clash' reinforces gender intention. In addition, the use of block colours such as red and blue direct the audiences attention to focus on a particular subject. I believe this has been succesful in doing so because you can carefully view each concept indvidually as opposed to a whole. Moreover, the title 'Sandinista!' has a celebratory tone because of the use of exclamation mark and it is suggestive it is how the audience should recieve the advert because it could be likened to a chant. (Represenation: Working Class)
Analysing a Music Video
The Hoosiers- Goodbye Mr A
Image
Cartoon style text ‘The Hoosiers’ used to introduce the Music video, enabling the audience a foreshadow of the comical/light hearted natured content of the video such as the characters depiction of superhero’s. In addition a white font colour has been used for ‘The’ which is reflective of innocence and it could be interpreted it has been used to allow the audience to link cartoons/comics to the era of innocence, youth.
All characters are seen wearing yellow, red and blue superhero costumes and this is suggestive they embrace their inner child because they are adults who are practising an activity which is favoured by children. Also, there is a mid-shot at 2:22 and the lead singer is positioned central and is wearing a red super hero costume. The camera shot and framing used suggests the lead singer is of importance and this is reinforced by the red costume because the colour red connotes power.
All characters are seen wearing yellow, red and blue superhero costumes and this is suggestive they embrace their inner child because they are adults who are practising an activity which is favoured by children. Also, there is a mid-shot at 2:22 and the lead singer is positioned central and is wearing a red super hero costume. The camera shot and framing used suggests the lead singer is of importance and this is reinforced by the red costume because the colour red connotes power.
Editing
A CGI Cartoon sequence is used in the opening of the music video from 0:03 to 0:23, this sequence is edited with a live action sequence. By editing these two sequences together the audience are able to view a contrast between the two sequences and experience a sense of nostalgia because cartoons are widely accessible in youth. In addition, the end in the cartoon sequence a wipe cut is used and the fast pace of this cut could represent the fast paced life of a superhero.
Straight cuts are used for continuity and these cuts have generally been used in this music video for example there is a straight cut from the lead singer at 1:01 to the villain at 1:02. The straight cut used is fast paced and puts Propp’s theory into practice because it defines a hero and a villain. By establishing this quickly to the audience they are able to make an informed decision to the type of relationship they want to have with the characters i.e. love or hate.
Genre
Genre
The use of the guitar by the lead singer in the music video reinforces the rock element in the pop-rock genre. However, his superhero costume reinforces the pop element to this genre. The combination of both elements makes the music video appear light hearted and this reflects the music genre because many consider pop-rock to be mainly commercial and not truly authentic to one particular genre.
Connotation
It could be interpreted the music video has been created to provide men with the view that after their teenage years they do not need to conform to the seriousness of a patriachal society. The beginning of the music video follows the forms and conventions of society, the men are seen wearing trousers however we can identify their transistion from serious to lighthearted in their costume change to superhero costumes consisting of coloured tights.
It could be interpreted the music video has been created to provide men with the view that after their teenage years they do not need to conform to the seriousness of a patriachal society. The beginning of the music video follows the forms and conventions of society, the men are seen wearing trousers however we can identify their transistion from serious to lighthearted in their costume change to superhero costumes consisting of coloured tights.
Target Audience
It could be interpreted the target audience for the music video is male 16-30. The plot involves ordinary guys turning into superhero’s and saving the day, this plot is typical to many male childhood fantasies because its likeliness to a Batman or Superman comic plot. Moreover, I believe the target audience I have chosen is reflective of an age group with an up to date experience with comics.
The Who – Who are you?
Image
Instruments such as a guitar, piano and a drum kit feature in the music video, these instruments are common to the punk/rock genre and they have been used effectively to remind the audience of its importance to the genre. Also, the use of these instruments make the band appears to be talented because they have the understanding to play a live instrument.
The lightning used in the music video is generally dark however, there are shadows evident for example in the opening of the sequence there is a mid-shot of a man framed central in a cream jacket playing a guitar and his shadow is reflected upon furniture. The dark lightning evokes a sense of mystery and it is suggestive it has been used to relate to the lyrics ‘who are you?’ Furthermore, I believe the dark lightning is successful in enabling the audience to feel visually involved in terms of the question ‘who are you?’
Edit
There is a variety of straight cuts used in this video the pace of the straight cuts are generally fast paced therefore, it could be interpreted the pace has been used to reflect title ‘who are you’. There is a straight cut from the vocalist (male in a pale blue shirt) to the drummer (male in red t-shirt) and it is suggestive it has been used for the audience to establish identity. Both males are different in terms of appearance and other characteristics and the pace of the straight cut reinforces their differences to the audience. By showing their differences the creator of the music video further reinforces the title of the song and allows the audience to ask ‘who are you?’ to those in the video.
Genre
The setting of the music video is in a recording studio and this setting could be perceived to be less extravagant in comparison to other music videos of a different genre. However, the punk rock genre cherish a do it yourself (DIY) mentality therefore, this could be the reason why the setting has been chosen because of its less extravagant nature.
Connation
The connation surrounded with the ‘Who are you’ video could be the exploration of who you are. The video consists of intimate camera shots such as mid-shots and close up shots of different members of the band, which allow the audience to identify them as being different. The camera shots used are significant in highlighting difference and this also makes the audience feel like they can accept difference widely or personally.
Target Audience
I believe the target audience for ‘Who are you?’ is men in the 13-25 age category, the video features a collective of men enjoying themselves whilst playing live instruments .Therefore, it could be interpreted the video is a reflection of the common interaction which takes place with males. By highlighting the interaction it allows the target audience to identify these elements communicated with themselves, allowing them to be an informed audience.
Mode of Address
The audience are spoken to as if they are an informed audience member; this therefore creates a upbeat mood and tone. The lyrics ‘Who are you’ enables the audience to feel like they are on a mission with the band to find out ‘Who are you?’ By using effective lyrics and camera shots of the band in a collective, the audience are able to feel upbeat because they are part of search with the band.
Narrative
Propp’s theory could be applied to The Who – Who are you? Music video:
Hero: Lead vocalist in the pale blue t-shirt, he leads the band in the ‘who are you?’ song.
The Donor(s): The remainder of the band, the use their live instruments to support the lead vocalist.
Post Modernism
In The Who – Who are you music video there is not intertextual reference.
Representation
It is suggestive the music video is representative of gender because it features a collective of males. The collective of males represent the dominant ideology in society is patriarchy and by reinforcement of this the audience are able to interpret the band value their gender and the power behind it.
Other
An enigma is created by the song lyrics ‘who are you?’, by incorporation of these song lyrics the audience are able to acknowledge a sense of mystery. This sense of mystery could be interpreted it links to identity and enables the audience to read the music video in this way. By using this reading the band are seen in a rebellious light because they are following the punk-rock genre in being different and being in search of this also.
The lightning is naturalistic throughout the sequence, until the male and female character share an embrace. The naturalistic lightning makes the music video appear verisimilitude because the lightning has not been enhanced. However, when the characters share an embrace the lightning darkens and enables the video to have gritty feel which relates to the punk/rock genre.
Editing
The most common type of cut used in ’21 guns’ are straight cuts, there is a fast paced straight cut from the lead vocalist to a broken mirror. This straight cut enhances continuity because the vocalist’s lyrics incorporate the words broken glass. The straight cut used here was effective to the audience in creating verisimilitude.
Representation
The Who – Who are you?
Image
Instruments such as a guitar, piano and a drum kit feature in the music video, these instruments are common to the punk/rock genre and they have been used effectively to remind the audience of its importance to the genre. Also, the use of these instruments make the band appears to be talented because they have the understanding to play a live instrument.
The lightning used in the music video is generally dark however, there are shadows evident for example in the opening of the sequence there is a mid-shot of a man framed central in a cream jacket playing a guitar and his shadow is reflected upon furniture. The dark lightning evokes a sense of mystery and it is suggestive it has been used to relate to the lyrics ‘who are you?’ Furthermore, I believe the dark lightning is successful in enabling the audience to feel visually involved in terms of the question ‘who are you?’
Edit
There is a variety of straight cuts used in this video the pace of the straight cuts are generally fast paced therefore, it could be interpreted the pace has been used to reflect title ‘who are you’. There is a straight cut from the vocalist (male in a pale blue shirt) to the drummer (male in red t-shirt) and it is suggestive it has been used for the audience to establish identity. Both males are different in terms of appearance and other characteristics and the pace of the straight cut reinforces their differences to the audience. By showing their differences the creator of the music video further reinforces the title of the song and allows the audience to ask ‘who are you?’ to those in the video.
Genre
The setting of the music video is in a recording studio and this setting could be perceived to be less extravagant in comparison to other music videos of a different genre. However, the punk rock genre cherish a do it yourself (DIY) mentality therefore, this could be the reason why the setting has been chosen because of its less extravagant nature.
Connation
The connation surrounded with the ‘Who are you’ video could be the exploration of who you are. The video consists of intimate camera shots such as mid-shots and close up shots of different members of the band, which allow the audience to identify them as being different. The camera shots used are significant in highlighting difference and this also makes the audience feel like they can accept difference widely or personally.
Target Audience
I believe the target audience for ‘Who are you?’ is men in the 13-25 age category, the video features a collective of men enjoying themselves whilst playing live instruments .Therefore, it could be interpreted the video is a reflection of the common interaction which takes place with males. By highlighting the interaction it allows the target audience to identify these elements communicated with themselves, allowing them to be an informed audience.
Mode of Address
The audience are spoken to as if they are an informed audience member; this therefore creates a upbeat mood and tone. The lyrics ‘Who are you’ enables the audience to feel like they are on a mission with the band to find out ‘Who are you?’ By using effective lyrics and camera shots of the band in a collective, the audience are able to feel upbeat because they are part of search with the band.
Narrative
Propp’s theory could be applied to The Who – Who are you? Music video:
Hero: Lead vocalist in the pale blue t-shirt, he leads the band in the ‘who are you?’ song.
The Donor(s): The remainder of the band, the use their live instruments to support the lead vocalist.
Post Modernism
In The Who – Who are you music video there is not intertextual reference.
Representation
It is suggestive the music video is representative of gender because it features a collective of males. The collective of males represent the dominant ideology in society is patriarchy and by reinforcement of this the audience are able to interpret the band value their gender and the power behind it.
Other
An enigma is created by the song lyrics ‘who are you?’, by incorporation of these song lyrics the audience are able to acknowledge a sense of mystery. This sense of mystery could be interpreted it links to identity and enables the audience to read the music video in this way. By using this reading the band are seen in a rebellious light because they are following the punk-rock genre in being different and being in search of this also.
Image
In the opening of the music video the camera pans from a long shot of a bullet to a close up shot of the bullet. The camera transition effectively enables the audience to be aware that the bullet is of significance to the sequence because of the close focus. By highlighting this in the opening it suggests to the audience a disruption is going to interrupt the current equilibrium.The lightning is naturalistic throughout the sequence, until the male and female character share an embrace. The naturalistic lightning makes the music video appear verisimilitude because the lightning has not been enhanced. However, when the characters share an embrace the lightning darkens and enables the video to have gritty feel which relates to the punk/rock genre.
Editing
The most common type of cut used in ’21 guns’ are straight cuts, there is a fast paced straight cut from the lead vocalist to a broken mirror. This straight cut enhances continuity because the vocalist’s lyrics incorporate the words broken glass. The straight cut used here was effective to the audience in creating verisimilitude.
Genre
Elements such as mise en scene and editing used in 21 Guns’ communicate the video being of the punk rock genre. The incorporation of fast paced cuts adds to creating an upbeat atmosphere which is common in this genre.
Connotation
I believe the secondary level of communication of 21 Guns is politcal. The use of the soldier graphic print on the red background is suggestive it has been used to show to the audience the band's distain about the war. Red is associated with pain and using a red background with a soldier graphic highlights a sense of negativity about the war from the band.
Target Audience The target audience appears to be those in the 16-24 age range, the use of the red background is suggestive of rebellion and this is a common assumption in regards to the behaviour of this age group.
Elements such as mise en scene and editing used in 21 Guns’ communicate the video being of the punk rock genre. The incorporation of fast paced cuts adds to creating an upbeat atmosphere which is common in this genre.
Connotation
I believe the secondary level of communication of 21 Guns is politcal. The use of the soldier graphic print on the red background is suggestive it has been used to show to the audience the band's distain about the war. Red is associated with pain and using a red background with a soldier graphic highlights a sense of negativity about the war from the band.
Target Audience The target audience appears to be those in the 16-24 age range, the use of the red background is suggestive of rebellion and this is a common assumption in regards to the behaviour of this age group.
Mode of Address
The mode and tone created is edgy and the audience are spoken to in this manner also. The use of firing guns reinforce the edgy nature however it is common to the punk/rock genre.
Narrative
Narrative
The music video follows Propp’s narrative theory:
Equilibrium: The male character is holding an object
Disruption: Guns begin to fire through the room
Recognition of disruption: The characters duck for cover
Attempt to repair the disruption: The firing halts
Reinstatement of the equilibrium: The male and female character kiss
Representation
The punk/rock genre is represented in this music video, the band’s costume is black and this colour is generally associated with the genre. By creation of a video which consists of guns and dark a tone it relates to a gritty nature founded in the punk/rock genre.
The Clash – The call up
The Clash – The call up
The Clash - The Call Up
The colour of the music video is black and white, giving the audience a sense of nostalgia because it relates to the time when this was how television was consumed. By using black and white it is effective way in showing time. In addition, live instruments are played such as a guitar and band members are shown wearing leather jackets. These elements are common within the punk/rock genre. These elements also highlight an edgy nature and this nature affects the mood and tone of the music video. The audience are spoken to in an edgy way and this leads them to believe this is the attitude of the band.
The most common type of edit used is straight cut; there is a straight from a man kneeling by his post box to the lead vocalist playing the guitar. This straight cut aids continuity and it enables the audience to view a contrast in environments. The edgy nature of the guitarist/vocalist contrasts with the everyday man’s actions. It could be interpreted the everyday man represents the audience and it shows we don’t have to be average because we can be edgy like a punk/rock star.
The target audience for the music video appears to be male, the band is a collective of males and this reinforces the dominant ideology that we live in a patriarchal society. On the other hand, I believe the music video has used the representation of the punk/rock genre in order to aid preferred reading of the text.
Propp’s theory could be applied to the music video:
Equilibrium: A postman delivers a letter
Disruption: The recipient receives the letter and does not appear to be happy
Recognition of disruption: The recipient looks to try and close his letter box.
Attempt to repair the disruption: The recipient attempts to border his letter box
Reinstatement of the equilibrium: The letterbox is bordered up.
The Jam – Town Called Malice
The Jam – Town Called Malice
The Jam utilise live instruments in their music video, a common commodity of the punk/rock genre. There is a man playing a guitar and the use of this instrument shows the bands are talented musicians because they are skilled to play an instrument.
Furthermore, a soft lightning has been used on the band members, the soft lightning contrasts the black background and it reflects the band as being pure. This reflection of the band make the band appear friendly to the audience and it is also could be interpreted the band have been created to appear pure to the genre of punk/rock.
The upbeat mood and tone is created by the band members and the song alike, the guitarist is seen dancing and the song has a catchy rhythm. These components enable the audience to feel like they should also be upbeat and interact with the catchy song. It is suggested the creator of the music video has decided to create an upbeat mood because it evokes emotions such as happiness and by doing so the audience can remember the song easier and can encourage its sales through word of mouth
The Jam, town called malice target audience appears to be male, the band is a group of males playing together and this reinforces this is the target audience. In addition the representation of the music video appears to be the working class; this is evident by the band’s costume such as blue shirt, tie and trousers which is a reflection of the average man. The working class is a wide demographic and many from this demographic use music as a common form as entertainment.
Todorov’s narrative structure could be applied to the music video, the hero is lead vocalist because he leads the song and the remainder of the band could be seen as helpers because they aide the lead vocalist.
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