Emily JohnsonMediaProduct ResearchGirls Aloud – call the shots music video analysis.

The video is of the pop genre because of the tradition codes and conventions used. The main example of this is the fact that all members of the band star in the video as protagonist character. The girls are portrayed as sophisticated because of the way they are dancing. This is effective because the pop genre is typically aimed at teenage girls so it portrays a positive image as the target audience may aspire to be like the band members. Furthermore an attractive topless male is introduced as a second character. This is a typical convention of the pop genre as it will attract the target audience and introduces sex appeal. However, he is portrayed as an antagonist charterer.

The style of the video is mainly performance but narrative elements. The band members using direct address to the audience when performing. This is effective as it gives a more personal feel to the song for the target audience. This is a stereotypical convention of the pop genre. The narrative consist a man cheating on his girlfriend. However the narrative is fragmented as the audience are left to put the pieces together as to what pervious happened Furthermore, following Neal’s theory there are elements of a conceptual style. For example the fire and the flags displayed on one of the scene. This could be considered as breaking the stereotypical convention of the pop genre. This allows the audience to apply the narrative enigma codes as to why this iconic image was used. The connotations of the fire could suggest a war/power theme. This could imply that the women are trying to be portrayed as independent and that they are at “war” with males. Fire is an iconic mark of destruction as fire destroys everything in its path. This could imply that the relationship was had was negative. One of the band members has a old picture of both her and the male character, she burns the picture to indicate that the relationship has come to an end. However, the white flags introduce a contrast as the colour white connotes innocence and is a symbolic sign for surrender. This is because in previous wars holing up a white flag was a sign of making a truce or of a ceasefire. Therefore, this could suggest that artist want to stop fighting with the male character. This is an positive representation of the women in the band is it suggest a mature attitude.

Emily JohnsonMediaProduct Research

The mobile phone uses is iconic as it shows the relationship between one female and the male character. It gives a modern image to the target audience. This could suggest that the band members are current and socialites. Furthermore the majority of the video was set on a beach this is a typical convention of the pop genre as it is a portal of a luxury lifestyle that the target audience aspire to have. Additionally, the narrative element was set in a bedroom in a extravagant apartment. This is effective as it mirrors the narrative and reinforces the relationship to the target audience. When performing, the band members are coordinated as their attire is synchronised with each other. There are dresses in dark purple saffron gowns. The colour purple connotes luxury and wealth as is was the iconic colour for royalty, also it connotes leadership. Therefore this could suggest that the women are of higher status and are dominating the situation.

The lighting was low key in the performing elements to give a more dramatic and intimate feel to the target audience. In the narrative elements, the lighting changed to high key to suggest a happier time. This introduce binary opposition of light v’s dark, this is reflects the relationship between characters. The editing was slow cuts to match the genre of pop as it is a typical convention. There is a variety of shot types to show the different emotions in the characters. Long shots was used to establish the setting and to show the target audience what the artist are wearing. This is also a typical pop genre convention.

Emily JohnsonMediaProduct Research