Question 1Within Goodwin’s theory we states the usual conventions found within a professional music video and from this we tried to follow some of those but also challenge them to give the consumer a twist to cling to and keep their interest.Another theory that shows the typical conventions of a music video is the Carol Vernallis

The first of his points was, There is a relationship between the visuals and the lyrics, with the visuals illustration the lyrics on screen.Throughout the video this convention is prominent with Scralett clearly portraying what the lyrics are saying.

The lyric from these two shots is ‘Yeh you make me smile, yeh you make me smile’ This is very clearly shown from the these screen shots as both characters are smiling and laughing. The nature of their body language clearly illustrates a playful atmosphere and due to the simplicity of shot (mid-shot) it gives the audience no reason to doubt what the artist is singing.

The second point within his theory is similar to the first however this time it says that the music relates to the visuals apposed to the lyrics, this could be shown through the editing with it changing to the beat of the music.

Within this scene these four shots all change on the beat. This meant that although there were not links with the lyrics the viewer was still able to make a link between them both.

The third point is that generally the record company will demand a lot of close up of the artist especially if the video is accompanying the artists debut song, which is in fact what our single/album was, thus meaning that we had to follow this conventions to achieve face recognition when we were to release the digipak and more songs.

The next point is voyeurism (when the viewer feels as though they are spying on the character).

This is prominent in this scene as the two characters are having a intermit moment with one another. Also in the second shot I thought this was interesting as throughout the song the singer is talking about her to felling to about him but unlike other songs she directing it him rather than telling a story so in a way from this shot you feel like you not only intruding on her space (i.e. spying) but also in her thoughts. This idea is amplified by the spot focus of the leaf rather than her, suggesting that she isn’t really with us but is focusing on her thoughts and feelings.

The fifth and final point within Goodwin’s theory is intextuality. This is when a new media product uses an idea from an already existing products and replicates it. Although we didn’t uses this technique within the music video e did try and incorporate it within our digipak.

As our can see our intetextual reference was the indie film ‘Juno’. From the film we took the colour way, the font and the use of the doodles in their posters. By doing this we hoped that it would build on the characters profile of being carefree, fun, happy and indie and also attract a fan base as we thought that the typical audience would be similar.

Editing may become ‘foregrounded – the edits may be really obvious, to draw attention to themselves as opposed to invisible, continuity editing. We used this technique throughout the video as at the beginning of the project we decided that a montage like video would be more appropriate to our genre of music and also that this would allow us to hold both types of viewers, active and passive, as the montage of clips would engage the viewer that ‘flit’ to and from the video but the narrative would obtain the active viewers.

Another point that we picked up on when planning our music video to ensure it looked professional and as though would fit within the market would using similar shot types and framing throughout the video. Although we didn’t do this continually through the video as we didn’t want the viewer to get bored we tried to balance it so that the viewer was able to pick up on it and therefore be able to think the framing with the artist (which would help when the artist were to release another single) but not lose interest by continual repetition.

As you can see from the images for each shot whether it be a close-up or long shot the framing is always the same with Scarlett in the center showing dominance in the shot and due to the the continuity throughout the whole video.

One point from the Carol Vernallis theory that I picked up on was the narrative may not always come to a clear solution and I feel this is something we explored within our video as the final shot is of Scarlett walking away. This definitely leaves unanswered questions but by doing this engages the audience even after the video is finished and brings them back for more of the artists videos so see whether questions will be answered.