Analysing Magazine Adverts

Analysing Digipaks

Alternative Video Analysis: Vampire Weekend - Cousins

Why did you choose the text you are analysing:

Because I really like the band I thought it would be good to review the Music video; which I think is really creative.

In what context did you encounter it:
I found the video on youtube after listening to their songs. 

What influence do you think this context might have had on your interpretation of the text:
I first heard the song without the video and I thought it was a great and fun song and then when I watched the video it made me think how creative it is and it made the song even better than without the video. 

What conventions of the genre do you recognise in the text:

• Bands in the video 
• Creative video
• Public in the background (Multiple People)
• Different shots
• Dancing 

To what extent does this text stretch the conventions of its genre: 

The shots are repeated through the video and they're all going in one direction down a track and they don't move or show you any more of the backdrop but what you can see and they don't change location. 

Where and why does the text depart from the conventions of the genre:
The band stays in one location for the whole music video but I think thats a good thing and makes the music video more interesting.

What sort of audience do you think the video is aimed at and how typical was this of the genre/style of music: 
I think the music video can be aimed at everyone because of how fun it looks and how energetic everything is, also everyone can understand what they're saying and it doesn't contain any explicit language either. 

What sort of person does it assume you are:
It assumes you are a fun and creative person who likes creative videos and is also very arty because of what they do with objects and how they shoot the music video.  

What assumptions seem to be made about your class, age, gender and ethnicity:
There are no real assumptions about your class, age, gender or ethnicity because they're all just having fun and the lyrics don't hint at anything to do with them either so the song is just meant to be happy and energetic. 

What interests does it assume you have:
It assumes you like creativity and art because of the drawings they use and also because of the the way the music video is shot.

What relevance does the text actually have for you:
The video is all about having fun and being creative which i like doing so I like to watch the video.

What knowledge does it take for granted:
It doesn't really take any knowledge for granted apart from maybe if you don't have a cousin then that could be a problem. 

To what extent do you resemble the 'ideal reader' that the video seeks to position you as: 
Because I'm creative, I like art and I also like to have fun. I am an 'ideal reader' for the text.

Are there any noticeable shifts in the musics style:
No the music stays consistent to it's genre throughout the video. 

What response does the video seem to exspect from you: 
A happy and energetic response that makes you feel happy and want to have fun.

How open to negotiation is your response: 
Well the song is a happy song so if you're feeling sad it could make you happy, but it could also annoy you so it's probably a closed response song if anything. 

Is there any penalty for not responding in the expected way:
Not really you will probably just not want to listen to the song after a while if you don't respond how they want you to. 

To what extent do you find yourself 'reading against the grain' of the text and the genre:
I don't find myself reading against it at all because I can relate to the song and I respond how they want me to respond to the music. 

How typical do you think this video is of a music video: 
I don't think this is a typical music video because of the continuous shot they use with the different shots within it and because they don't change the back drop or setting of the video either but I think all these things make the music video and are good things. 

Alternative Video Analysis: Givers - Noche Nada

This casual music video gives off a fun and light-hearted atmosphere, which has been captured by a small group of friends having fun on camera by dancing, walking, driving, rowing, spinning round and round, playing, laughing and doing every-day activities. The two girls are dressed in casual outfits and have been lightly styled, to give a natural and every-day appearance, which takes the video away from being a performance video, as well as tying in with the beat and feel of the song. Slightly more styled outfits have been used when the wedding location is on show, as this ties in with the narrative, as well as demonstrating natural events, such as dressing up and having fun at a wedding. The male characters in the video however are even more relaxed than the girls, wearing only shorts and t-shirts. This gives the same casual and enjoyable vibe, linking with the song. 

Locations such as the car, streets, a garage, a city, a field, a house, a monument, wedding, market stall, swing, fountain, lake (boats), fairground and concert style venue at the end have been used. The car and walking etc. have been used to show travelling, which makes this video more of a narrative, however since the actions don't have much relevance to the song, it can also be seen as disjunctive, but with a loose narrative technique. I like the method of including the travelling in, as you can look out of the window and jump cut to the different shots of location, to show time passing in a simple way. 

The band is not used in this video, as in The Givers other performance videos I can see that these characters are not part of the band. No singing is done by these characters, and this is something that I will need to incorporate into my video. 

I really love the way the video has been edited, as it cuts to a different frame every time the beat occurs. The beat of the song is uneven, yet runs in a similar pattern throughout the song, apart from the 'middle eight' which has a loose beat to it. During this section the editing is tied to the melody and tune of the song, however there is no structure, and long shots are mixed in with shorter ones, changing when the director feels appropriate. 

When filming, the camera is never still. It is either moving in one direction slightly, following or contrasting the movements of the friends, zooming in quickly whilst filming (or zooming out). A tripod cannot have been used to achieve this effect, as some of the shots are also shaky, like when using a hand-held camera. I like this affect as it feels natural and like you are part of the action, involving the audience and providing non-static camera methods that make the video more interesting to watch. 

To achieve this affect, a large amount of footage will have been taken, however some of it would have been in the same shot, yet edited to look jumpy and disjointed. For example, the scene in the field with the two girls, and then one guy dancing, can have been filmed in one long shot, and then just edited. The camera will have been moving, or taking the same footage from different angles and zooms, as well as doing these things whilst filming continuously. This affect is really good, as it shows the continual journey, yet makes it interesting through the use of editing. 

I really like the idea of the style in Noche Nada, as I can film things in various locations such as on holiday in Austria, Coombe abbey, supermarkets/markets, town centres, cinema etc. However, in this video the same characters are used throughout, and with filming many different things in different locations, this may be difficult to achieve, and still use the same people in the video. I really want to create a video along these lines, and other songs by the Givers will also be good due to their unique and mellow sound. 



Why did you choose the text you are analysing? 

It's an unusual video and by one of my favourite bands. I love the song and enjoy the light hearted feeling the video portrays.

In what context did you encounter it?

Before downloading the album I wanted to listen to the songs in full and went on YouTube to find the video in order to listen to the song.

What conventions of the genre do you recognise in the text?

- Dancing
- Stars multiple people
- Outdoor locations
- Costume changes
- Jump Cuts
- Fast paced editing
- Variety of angled shots
- People in the video who aren't the band and don't sing; creating a narrative

What influence do you think this context might have had on your interpretation of the text? 

Because I was listening to the song for the first time, I really had to focus on what I could hear and see, and because I liked the song, my feelings for the video were automatically the same.

To what extent does this stretch the conventions of it's genre?

The fact the band isn't in the video breaks one of the largest used conventions, however the narrative containing people singing is also commonly used. The 'narrative' in this video however doesn't really portray any real story, just shows several events such as a wedding, a trip to a landmark and a party at the end. 

Where and why does the text depart from the conventions of the genre?

The people in the video are not band members, showing every day people such as the audience can have fun, not just celebrities. The actors haven't been lavishly or excessively styled, they don't look glamorous like stereotypical artists and their outfits.  

What sort of audience did you feel that the video was aimed at? 

I'd say it was aimed at the teenage audience, however it does not adhere to the conventions most thought of when thinking about teenagers, like loud music, concerts, half naked girls/guys, big dance numbers. etc

What sort of person does it assume you are?

Fun, light hearted, eventful, silly, likes to have fun and go out with friends to parties or day trips, doesn't care about looking strange; something that goes against the opinion we all care about what we look like and how others see us

What assumptions seem to be made about your class, age, gender and ethnicity? 

We're not extravagantly posh, we're down to earth, middle class due to the style of wedding in the video and the everyday life locations used etc. People around 20 years old/teenagers are known to have fun, does things for no reason, go on day trips etc. Girls in this video are seen as relaxed, happy, look like they're having fun. 
  What relevance does the text actually have for you?

It portrays things done in real life such as messing about with friends, going to weddings and parties, they seem down to earth and like regular people, not just famous celebrities whose lives are so different to ours. It's similar to the days out and messing around that we all experience at some point.

What knowledge does it take for granted?

We like seeing other people do what we do and have fun, it reassures us that we're not the only ones who act differently, it takes the knowledge that we all want to fit in but have a good time. 

To what extent do you resemble the 'ideal reader' that the video seeks to position you as?

I do random things and have fun, singing and dancing is amusing with friends as you can have a laugh. I often have days out like they do in the video so I know how much fun you can have and whilst the video makes me smile, I also recall times that i have spent in similar locations.  

Are there any notable shifts in the videos style?

When the music changes in the Middle Eight the editing style changes as to cut in time to the beat requires longer shots and more irregular editing. The scenery also changes from the day to the night, meaning the lighting and shots are different. 

What responses does the video seem to expect from you?

Smiling, thinking about happy times with friends, relate to the events, teenage lifestyle comparisons.

How open to negotiation is your response (are you invited, instructed or coerced to respond in a particular ways)?

It's hard to watch the video and feel something other than happiness due to the fact the audience is invited into the happiness and enjoyment of the characters

Is there any penalty for not responding in the expected ways?

No, because the band isn't that well known, and society hasn't accepted them as a band 'everyone should like' like bigger bands and stars e.g. One Direction 

To what extent do you find yourself 'reading against the grain' of the text and the genre?

I don't due to the fact the song has no hidden meaning and the video is simple and effective, I am in the intended audience, therefore feel what the producers intended us to. 

How typical do you think this video is of Music Videos? 

It's not very typical due to the fact it looks low budget and ordinary and there are no post-production effects, lighting, large amounts of choreography, glamorous or sexy outfits that most female artists or bands may wear. I've not seen many other music videos along the lines of this one, and that makes it unique and atypical.  

Alternative Video Analysis: Alt-J - Breezeblocks

This video is creative and new, as the whole of it is in reverse, meaning the narrative starts at the end, and finishes at the beginning; something that hasn't truly been explored before in many other well known videos. The videos explores the theme of domestic violence. 

The lack of artist or band in the video is common in indie or alternative music, as they prefer to demonstrate an event or story, more than perform their song for a video. The video's narrative has amplified the lyrics 'She may contain the urge to run away, but hold her down with soggy clothes and breezeblocks' as the story shows a man in a struggle with a woman, leading to him killing her using the method from the song.

Various different camera angles are used due to the movement of the video; no-one is ever really standing still. Low lighting has been used to portray the violent and depressing tone that the video aims to show. 



Why did you choose the text you are analysing?

The video is different and interesting to watch. Every time I watch it I notice things I didn't before and it's also interesting trying to piece it all together, and switch the video round in your mind to work out the reason behind the murder. 

In what context did you encounter it?

I liked the song, then watched the video on YouTube not really knowing what to expect

What influence do you think this context might have had on your interpretation of the text?

I watched the video with an open mind, as it was the first time I had seen it; I don't think it really influenced my thoughts, as I decided for myself whether I liked it or not

Which conventions of the genre do you recognize in the text?

-Narrative without an artist singing
-Theme portrayed and explored 
-Casual clothing, nothing over the top
-Continuity editing

To what extent does this text stretch the conventions of it's genre?

It's a heavy and serious subject that contrasts with the more light-hearted and fun themes in other music videos, and because the topic portrayed is very real and gritty, it's not so much as an Indie music video, it's deeper than the superficial, manufactured bands in the pop industry.

Where and why does the text depart from the conventions of it's genre? 

One of the conventions rarely even thought about is the fact the footage usually plays in the usual start to finish way, yet this video is unique and has reversed all of the shots; bottles that start broken end up whole, and people who begin the video dead, come back to life. 

What sort of audience did you feel the video was aimed at (how typical was this of the genre/style of music?)

Because the band weren't that well known when this song was released, they probably wanted to do their own thing, so they could make a name for themselves. The director of this video was Ellis Bahl, and so fans of his work would have checked this video out. I don't really know who the intended audience is, as it's not a stereotypical video and it's unlike others in the genre of music. I'd say the music was aimed at teenagers/early 20's, however it may appeal to other age groups, therefore the video appeals to the people who like the music

What sort of person does it assume you are?

Depending on how you react to the video, it can either mean you enjoy watching violent things or you understand the horrors of violent deaths and domestic abuse. 

What assumptions seem to be made about your class, age, gender and ethnicity?

Because the woman can be seen as the victims in this video, assumptions could have been made that females are the weaker gender, but that we should also feel sorry for the women and victims things like this have happened to

What interests does it assume you have?

I can't say it does assume we have interests in anything, as the video is unlike most peoples normal life, and can't really sum up an age group as a whole, or things that define people such as teenagers

What relevance does the text actually have for you?

It doesn't really hold any relevance to me. The clothes used and the setting are similar to every day life and the type of things I wear and have in my house. As a media student I can appreciate the work and effort that it must have taken the producers and camera men, and I think the editing technique is innovative and something I can attempt in my music video

What knowledge does it take for granted? 

The video has taken advantage of the need to be eye-catching, introducing an interesting editing technique that makes the viewer think about the action and then stays with them for a while 

To what extent do you resemble the ideal reader that the video seeks to position you as?

I'm a fan of the song and a few others of Alt-J, so the fact I like their music makes me the intended audience, however I don't think there is a specific audience for the video, except their fans

Are there any notable shifts in the video's style?

The video is consistent the whole way through, therefore there are no shifts in the style

What responses does the video seem to expect from you? 

I think the response that's most common would be shock, due to the fact the music video portrays a murder, however the audience may also be intrigued due to the nature behind the murder, and who is the true victim

How open to negotiation is your response (are you invited, instructed or coerced to respond in particular ways?)

It is thought that the dead woman found out the man she was seeing was married, so in spite she ties the wife up and attacks her lover, causing her to die because of his act of either anger or self defence. This is meant to provoke a shocked reaction from the audience at how cruel and disturbing the male character is. Thinking this is more of an instruction, due to the fact that if you root for the killer who isn't even an anti-hero, and is just a disturbing, cheating character, this makes you a slightly disturbed person yourself, in the eyes of society. 

Is there any penalty for not responding in the expected ways?

You might be seen as a horrible or disturbed person, because of the violent nature of the video

To what extent do you find yourself reading against the grain of the text and genre? 

I only see the brutality and violence of the video, but I still enjoy watching it for the unusual reverse footage and working out the motives behind the characters; it's almost like a small crime thriller

How typical do you think this video is of Music videos?

Because the lyrics are amplified through the use of visual characters and movements, it's typical of a variety of music videos. However the theme and reversed footage is something different and that not many other people have explored in depth, and the violence of the video makes a change from the parties and light-hearted singers having fun in their own video

Alternative Video Analysis: Givers - Saw You First

Why did you choose the text you are analysing: 

Because the song is played by one of my favourite bands and I love how they're just sitting outside playing like a normal band and there's nothing unusual about the video or how they are playing. 

In what context did you encounter it: 

I encountered the band through a friend and then looked them up on youtube, realising I really liked their music and then bought their album on iTunes. 

What influence do you think this context might have had on your interpretation of the text: 

When I first listened to the song it was without the video on youtube and it made me feel happy and energetic, and then I saw the music video and it portrayed those feelings to me still because it showed the band in the music video having fun and being energetic towards their music.

What conventions of the genre do you recognise in the text:

• Multiple People ( Band & Public )
• Outside ( City Location ) 
• Public Area
• One Take
• Multiple Angles
• Close Ups & Midshots 
• Dancing
• No cuts or fades until the ending 
• Natural ending 

To what extent does this text stretch the conventions of its genre: 

Most music videos use multiple shots, different backdrops and use cuts, fades and jump cuts whereas their music video is taken in one take where they use no editing and they're in the same location and place. At the start of the video before they start playing there are two shots that fade out showing the area that they are in. The only editing in the music video is the writing at the beginning introducing the name of the video and at the end where the credits are also the music being recorded and placed over the top of the video to get a better quality of sound. There are some videos that also do this but its not commonly used when making a music video so its breaking the conventions of editing because they use it to the bare minimum.     

Where and why does the text depart from the conventions of the genre: 
It breaks the editing convention from when the band starts singing to the end where they stop singing and before and after minimal editing is used just to introduce the name of the video and then credits at the end. 

What sort of audience do you think the video is aimed at and how typical was this of the genre/style of music:

The audience the music is aimed at is Teenagers - Young Adults because the genre of music is Alternative and Indie. This type of music is typically aimed at those type of people because they are the same age as the band and normally what the band is singing about they can relate to their life at the time. Also the alternative/Indie genre is quite energetic music, adults and elderly people wont be able to relate to the music or get the same energy from it as the teenagers and young adults will and children wont understand what it's about so they typically aim it at teenagers and young adults. 

What sort of person does it assume you are: 
The music video assumes you are a teenager or young adult with lots of energy so that you can dance along with the music the band is playing; but they also assume that you can relate your life or part of your life to the music video in order to get a full understanding of what's happening and what they are singing about. 

What assumptions seem to be made about your class, age, gender and ethnicity: 
I don't think the music video makes any assumptions of what class, gender or ethnicity you are. I think it just makes an assumption on what age you are because of the typical type of people who watch the video; these people are teenagers and young adults so the video reflects on what you do, which is have fun with your friends outside listening to music or playing music. 

What interests does it assume you have: 
It assumes you have an interest in music and or playing music with your friends. It assumes you like to meet up with your friends and "chill" outside and have fun doing so. 

What relevance does the text actually have for you: 
I can associate the video with what I do in day to day life such as hang out with friends, listen to music, go outside, talk, dance around etc it just portrays a teenage life such as mine and shows us that all teenagers do the same things. 

What knowledge does it take for granted:     
Because everyone wants to fit in, the music video shows us that we all do the same things and it reassures us that we all fit in because no matter what class or gender or ethnicity you are we all go out and have fun with our friends and that we all do the same things like listen to music and have a good time. 

To what extent do you resemble the 'ideal reader' that the video seeks to position you as: 
I resemble the ideal reader because I can connect with what they are saying and doing in the music video, allowing me to be the ideal viewer for the music video and creating a sense of reassurance and a knowledge of all teenagers including me fit in to society allowing us to feel better about ourselves and be more confident when doing so.

Are there any noticeable shifts in the musics style: 
No there isn't any noticeable shifts in the style of the music video, it's consistent throughout the video. 

What response does the video seem to expect from you: 
It wants to give you a happy, energetic, fun, meaningful, excited response so that you come away happy and pleased to make you want to buy the song and listen to it more. 

How open to negotiation is your response: 
You're invited to feel all those things but you're also corrected to do that because of the up beat tune and the image the video portrays so you can relate to the music and feel happy.

Is there any penalty for not responding in the expected way: 
Yes, if you can't relate to the video then you may feel sad or angry because it doesn't reflect how you go out and meet up with your friends and have a good time and it could show you that you need to do that more and have more fun. 

To what extent do you find yourself 'reading against the grain' of the text and the genre: 
I dont really read against the grain in this video because it reflects the lifestyle I have and live in, so there isn't an extent that I find myself reading against the grain or genre. 

How typical do you think this video is of a music video: 
I don't think it's a typical music video because it uses less editing and concentrates on the image and music more than anything else, whereas most music videos like to tell a story; this music video tries to reflect a lifestyle. 

Icona Pop - I Love it

Task Three #2:




Before the song even starts, "Icona Pop - I love it" is displayed and a quirky introduction of the singers has been recorded. Upbeat dance songs often have small introductions before the video starts, as it sets the video up and makes it more of a bigger event. Dance songs such as this one and their videos often feature parties and DJ's, as that's the scene the artists aim for, and the target audience that would often be involved in parties. The outfits worn outside are unusual due to the flowing ribbons, however this has been done for effect, not for a fashion purpose. The outfits worn indoors are stereotypical and conventional party outfits, such as black dresses, shorts, t-shirts etc. 

The editing of the song ties in with the beat, and this makes for a more "dancey" feel, as people move to the beat of the song naturally. Mirror and tiled effects have been used to create a modern and techno influence, as straight forward editing is too simple and not as exciting as using different techniques. I am interested in using some of the mirror and tiled techniques in my video, as i think it looks effective and innovative. Light dots/leaks are also used and move around the shot in time with the beat.

The video can be classed as an illustrative video, due to the fact the duo are singing along to the song. There are elements of narrative in the video, as various shots are used of them on tour, going into bedrooms and in the streets. Halfway through the video the lyrics flash up on the screen, and this is used as an amplification tool. 

Several different camera shots have been used, and when Icona Pop are singing along, close ups and mid shots are used to display the fact they're singing along clearly. Shots are also blurred and hard to distinguish, adding to the feel of the video, and also adapting conventions to create a more modern and enjoyable video. 

There are no intertextual references included in the video, as any drinks, food or CD's used have no labels. There are also no other songs or artists mentioned in the video or song, at the end of the video the words 'film by Fredrik Etoall' are shown.

Task Four #2: 

Why did you choose the text you are analysing? 

The song has recently become very popular, and is universally known. I enjoy the editing styles and think it's quirky and enjoyable to watch, and have taken ideas from it that I can possibly use for my music video.

In what context did you encounter it? 

I first saw the video when watching the top 10 video charts on VIVA

What influence do you think this context might have had on your interpretations of the text? 

I heard the song around a year ago and liked it ever since, and I think because I liked the song I was expected to like the video, which I did. The fact it was in the top 10 charts for music videos also gives the impression everyone else thinks it's good, causing me also to think it's good. 

Which conventions of the genre do you recognise in the text?

-Parties
-Dancing
-DJ's 
-Laughing and having fun with your friends
-Swearing
-Low lighting, neon lights
-Conventional outfits

To what extent does this text stretch the conventions of it's genre? 

The video and song are very similar to other club songs with this style of beat and lyrics, as it features dance scenes and parties, therefore it doesn't really stretch conventions as a whole. However there are smaller shots that are unusual such as the lyrics flashing up on screen, using a variety of texts and layouts, as this isn't normally done in this way. The outside scenes are different also as outfits and shots like these aren't as common as the party scenes. 

Where and why does the text depart from the conventions of the genre? 

See answer above. It has developed conventions in this way to entertain the audience and appeal in a way that means the video can be watched many times and not get too boring, 

What sort of audience did you feel that the video was aimed at, and how typical was this of the genre/style of music?

I think the song is aimed at teenagers/early 20's as it appeals to the party scene, and these are the ages most known for partying and having fun. It's typical of pop music to assume it's for a party purpose, as most parties play mainstream well known songs so that everyone has something they know to dance along to. 

What sort of person does it assume you are?

Fun, likes to party, 'I don't care, I love it'; implies they do what they want etc. 

What assumptions seem to be made about your class, age, gender, ethnicity?

After watching this video people will think teenagers only care about having fun and going to parties, which can be true but not in every case. This video seems to portray people of a middle class, as posher, upper class people aren't portrayed as partying all the time and getting drunk, due to being respectable and richer. 

What interests does it assume you have?

Partying, drinking, having fun, dancing.

What relevance does the text actually have for you?

I think it's a bit of fun and it's enjoyable to listen to. I don't think it's to be taken literally or seriously, it's just a song created for the party scene, as it's something people can enjoy listening and dancing to. 

What knowledge does it take for granted? 

People are always spending money on going clubbing or partying, and they know that they need upbeat and fun songs to dance to, which is exactly what this song is - It's appealed to the target audience using pre-conceived conventions and ideas.  

To what extent do you resemble the ideal reader that the video seeks to position you as?

When this song comes on I always sing along and dance a little, it's entertaining at parties as everyone knows it and it's easy to dance to. 

Are there any notable shifts in the videos style?

There is a contrast between the party scene, the outside dancing/singing, and the narrative involving car journeys, bedroom, writing on walls etc. 

What responses does the video seem to expect from you?

It means to make the audience dance and sing along, be happy, enjoy themselves etc.

How open to negotiation is your response (are you invited, instructed, coerced?)

I think the audience is mostly coerced into feeling happy and singing along, due to the fact the song is catchy and upbeat. However, I know of people who don't like the song, so there is a choice not to enjoy it, like there is with all music. 

Is there any penalty for not responding in the expected ways? 

By not enjoying or dancing to the song, people may think you're not a fun person or don't have a good taste in music etc. If the song comes on at a party and you don't dance, it's almost like passing up an opportunity to have fun, because even if you don't like the song, it's good to dance to and interact with people. Not joining in = missing out. 

To what extent do you find yourself reading against the grain of the text and genre?

I think the music video and song are directed at the right audience, and fit in with the genre of pop/dance easily. The lyrics can be seen as enjoyable or just having fun, however it could induce a negative attitude towards things, as the lyrics are 'I don't care' and there are small references to violence. However, I don't think that's really a problem.

How typical do you think this video is of music videos?

Very. Lots of modern chart music includes this type of beat, and appeals to the dance scenes all over the world, and the type of people who listen to chart music. The video includes dancing, the artist singing along, lyrics flashing on screen and random shots of people having fun.