Regulation

ASA – Advertising Standards Authority

The Advertising Standards Authority view all advertising within the media such as on the Television, Internet or Radio in the UK. The role of the ASA is dealing with complaints and looking at the advertising in the media to take action if they see any harmful or offensive advertisements where the public have complained. The ASA will apply Advertising Codes that are written by the Committees of Advertising Practice.

If the ASA judge an advertisement to be in breach of the UK Advertising Codes; it will be withdrawn or amended. In 2011 the ASA received 31,458 complaints about 22,397 cases and they checked thousands of adverts. Once the ASA viewed all the adverts that had been complained about; their work resulted to 4,591 adverts being changed or withdrawn.

In the L'Oreal advertisement featuring Rachel Weisz has been banned in the UK for "misleadingly exaggerating" the anti-wrinkle cream's promised effect. Britain's advertising watchdog the Advertising Standards Authority ruled against the two-page spread that says, "It's not a face lift, it's Revitalift."

The ASA released a statement saying:

“Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz's face, we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even.”

Just last year, Maybelline and Lancôme ads featuring Christy Turlington and Julia Roberts, were banned by the ASA for over-the-top air brushing. However L’Oreal still continued to Photoshop Rachel Weisz to show a false effect on the anti-winkle cream.

I also researched that British lawmakers tried and failed to ban all Photoshopping in ads in 2009. Similar bans have actually been discussed in the U.S., which have been inspired by the Photoshopped ad for ‘Cover Girl’ mascara.

The E-lites advertisement is legal to be shown because E-Lites cigarettes aren’t real cigarettes – they are a solution to normal cigarettes. However no cigarettes advertisements can be shown as they are all banned as you can see below.

Alan Milburn who is a a health secretary wants to reduce the number of smoking-related deaths, by highlighting the introduction of a ban on tobacco advertising on billboards and in the press and he proposed this to the goverment on 13/02/2003. Mr Milburn joined Public Health Minister Hazel Blears in Lambeth in south London to raise awareness of the ban.

They both pulled down a 48-sheet billboard advert to reveal the message: "Tobacco advertising - we can live without it. Don't give up giving up."

This advert which had until this morning shown a cigarette brand, also includes a helpline number for smokers wanting to quit. Mr Milburn said he hoped up to 3,000 lives could be saved each year because of the ban.

He added: "Tobacco advertising and sponsorship have acted as a recruiting sergeant for children and young teenagers to start the tobacco habit.

"Adverts have sought to get more people to smoke by conveying the idea that smoking is glamorous when in fact it is dangerous.

"They have tried to get more people to smoke by pretending it enhances quality of life when in fact it serves to shorten people's lives." It is estimated that about 1.6 million people in Britain would have seen tobacco advertising on billboards on any given day last year.

The Tobacco Advertising and Promotions Act 2002 became law in November 2002 and also includes a ban on in-pack promotion schemes and direct marketing from May 14 2003, as well as restricting Internet advertising and sponsorship of sporting or other events by cigarette companies.

All the other advertisements I analysed are legal to be shown. If any advert breached the UK Advertising Codes, the ASA would deal with cases as quickly as possible. Each complaint will take a different length of time to resolve.

McDonald's Breakfast Wrap TV Advertisement

In this advertisement is about the McDonald's Breakfast Wrap which was brought out 2011 however this is the new advert for 2013 to advertise the wrap. This advert has a message that you can eat this wrap anywhere you want and can be enjoyed individually too. They are showing that this wrap can be enjoyed by anyone.

Structure

The structure of this TV Advertisement is non-linear as they show many different scenarios of people eating the breakfast wrap. For example they say "in a box full of socks" and "at a table by yourself". This shows all the different places you can enjoy the wrap and they are showing all the different random places you can enjoy it. However the structure of this TV Advertisement could be classed as Linear because it does start and end at McDonalds which re-enforces where you can buy the product. This could also suggest that you begin buying the product from McDonalds and at the end of the advert show McDonalds again to suggest returning back to buy another one. The style of the McDonalds TV Advertisement is also realist because the advert is showing a lot of scenarios of different people eating the product and enjoying it. All the different scenarios are realistic therefore the audience can relate to eating the product.

They also use a soundtrack in this advertisement and the soundtrack suddenly stops when the rhyming stops and when the young man is sitting at the table on his own. This gives a big impact and shows the diversity of where you can enjoy the breakfast wrap. The soundtrack also builds up towards the end of the advertisement to keep you interested about what is going on. The soundtrack is also quite cheery and relaxed which is how they want their product to be described. They want people to eat their wrap and to be relaxed when eating the wrap. They also want them to enjoy the product. There is also a voiceover used in this TV Advertisement and the voiceover is reading out the poem and then explaining what the product is about at the end of the advertisement. They have done this to help the audience understand what is included in the wrap and to persuade you to buy the product. They also use the well known theme tune at the end of the advert to help the audience relate with McDonalds.

The main camera technique used throughout the TV Advertisement is a panning shot to keep the advert at a fast past and to keep it interesting. For instance when the voiceover says "watching tele with a wellie", the opening scene is a panning shot from the right. This helps to set the scene and this keeps the scenes moving quickly. They also set the scene with a long shot of McDonalds. This shows where you can purchase the product they are advertising from. Also it was shot in the morning (hence the dark sky with the sunset behind McDonalds), therefore this gives the audience a clue that they are advertising a product from their breakfast range.

This TV Advert has a lot of simple editing techniques such as straightcuts that show all the different scenes. After each line of the poem the scene changes by using a straight cut. This keeps the TV Advertisement at a regular pace and helps to keep the audience intrigued. At the end of the advertisement they also use the McDonalds logo at the end which covers the whole screen. This is effective because it’s like a page of red that falls down from the top of the screen and the 'M' is covered in yellow. Red and yellow are the typical McDonalds colours therefore the audience can relate these colours to McDonalds. 

The lighting used in this TV Advertisement includes a various amount of different types as you see different locations where there are different lighting. For example when the voiceover says "reading the news, in brand new shoes" we see a man sitting on a bench reading a paper. As you can tell the lighting in coming from a natural source therefore this is natural lighting which is high key because you see no shadows on the actors face. High key is the most flattering lighting effect because you see no strong shadows. On the other hand there is a scene where you see two young men and the voiceover says "clocking in, with a twin". This shows high key lighting aswell because it looks like the main source of light is coming through a window which is natural lighting. A lot of the lighting is artificial lighting and there are several scenes of high key lighting because there are no shadows. High key lighting clearly shows who they are, what they're doing and you can see the product well. All scenes that are filmed outside are powered from a natural source of lighting.

Techniques (of persuasion)

This advertisement includes poetry of the story of everyone eating the wrap for example the advertisement begins saying "in a van with a man". This is humorous because it keeps you listening to hear the rhyming words and it helps you keep an interest in the advert. This TV Advertisement also begins and ends at McDonalds which shows where you can purchase the product they are persuading you to buy.

The techniques of persuasion are mainly to purchase this new breakfast wrap they have recently launched and you can have one anywhere; whether that is to sit inside McDonalds or out. For example they show McDonalds at the end of the advert when a young man is sitting in however the TV Advertisement has shown you can eat it whenever for example when the lady is walking her dog. They also use a panning shot of the product they are trying to sell at the end of all the products used in the wrap to entice you to buy the product more.

This TV Advertisement also uses the technique repetition. This is because there are several scenarios of different people trying the breakfast wrap. As they show all the different scenes of people enjoying the wrap this makes their audience think that they'd enjoy it because they are showing so many people, scene after scene eating their breakfast wrap. 

Target market and how are they targeted by the advert

The target audience for this TV Advertisement is aimed at working men and women. Although McDonalds can be aimed at any age - even children, there are none included in this advertisement. For example there are two men in a van that suggests they are on their way to work. There is also a man in a suit which suggests he is on his break at work. There is also a lady in a box of socks which suggests she picked one up before work. However the advertisement also shows that you can have one anytime for instance the people in the tent and the lady walking her dog. As it is a breakfast wrap and only served up until 10.30am they are tempting you to get one on your way to work, on your lunch break or if you're out and about in the morning.

Characteristics of the product or service

The brand identity of this product is the M of McDonalds which is shown at the beginning and end of advert which is on the McDonalds restaurant and at the end where the M appears on the screen. Also the M is yellow and usually has red writing underneath saying McDonalds. These are the typical colours of their brand which is easy recognisable. 

The unique selling point of this advertisement is you can eat their breakfast wrap wherever you want and can be enjoyed by everyone/anyone. This product can also be enjoyed by yourself or with friends. 
The competition McDonalds could be up against is the Belvita biscuit you can have for breakfast. The advertisement is called 'Have a Biscuit for Breakfast'. This advert gives a similar message to McDonalds which is that you can eat their product anywhere and in their advert they are eating it at a radio station. 

The advantages McDonalds have over Belvita is that you can pick their product up from McDonald Resturants which are located in a lot of places which are local to you and the product will be warm. Also you are eating all different foods in a wrap altogether rather than eating just one biscuit. This makes the audience want to buy this product because they are seeing it being enjoyed anywhere. This advertisement is almost like the actors don't know they're being filmed which truly shows that the product is really enjoyable. 
The benefits offered from this product is that you can eat it anywhere with no mess as its all in one wrap. Also the actors in the advert show the product is very tasty.
The lifestyle appeal of this product is that is it easy if you are in a rush or you want to eat whilst doing a task for example the lady walking the dog eating her wrap. Or if you just want to enjoy it on a break or whenever you want. The main lifestyle appeal is that it is an easy product to buy to eat if you're on the go. 

Capital FM TV Advertisement

In this advertisement they are advertising the radio station Capital FM. They are using artists that are played on their station on a regular basis to advertise their station. Each artist will say in an exciting voice something good about the station and they make it sound really good to the point where everyone should be listening to Capital FM and no one should miss out.

Structure

his TV Advertisement is non-linear because it is a very random. For example at the beginning of the advert Cheryl Cole says "music" and clicks her fingers. At first you don't know what the TV Advert is about. This follows through the whole advert as each artist say short snappy words about the station however you don't know it is about Capital FM until Usher says the stations name. They also have it written on an equaliser behind the artists. When Cheryl Cole says the word 'music' this will entice people who enjoy listening to music and have an interest in it therefore they will take notice. As these adverts include a lot of short cuts it keeps the TV Advertisement interesting and random. This TV Advertisement is also a standalone advert as they have only ever released one Capital FM Advert. As Capital FM is well known in the UK they don't need to keep re-enforcing their audience to listen to their station as it is very well known and listened to in the UK and around the world via their website. Capital FM also doesn't follow on from another advert and there isn't an advert that has followed on afterwards. 

When the equaliser moves in the background this keeps the advertisement busy and interesting to look at as this adds a pop of colour. They also use a soundtrack whilst the artists are speaking to keep the advert moving at a fast past. This helps to keep the advert amusing to watch.

The style of this TV Advertisement is talking heads. This is because of all the celebrities talking about the product they are advertising which is the radio station Capital FM.

The typical camera technique used are low angle shots. This helps the artists interact with the audience. Also this shows the artists are talking down to the audience because they haven't listened to Capital FM and they're not as good as people who have listened to the radio station. Therefore it is making the audience feel weak and not as powerful. Also when Jessie J says "hits" the camera shakes. They have done this to make an impact because when Jessie J is saying the words "hits"; she means it as in current and popular music however they have literally made the camera shake as in she has made the camera shake by the word "hits". This could also mean the music is so current, even the camera and audience are shaking by how good it is.

This TV Advertisement editing techniques include a lot of straight cuts. This editing technique is a quick way to show what each artist has to say and then the next artist comes in straight away. This keeps the advert at a fast pace. For instance when Jessie J says "Capital plays it" she swipes her hand across to suggest the next scene to go on. This keeps the advert moving quickly and its fun to watch because it isn't going at a slow pace and it isn't boring. The main editing technique used is called straight cut and wide angle lense which is where the celebrities are trying to reach out to their audience from the tv. It is like they are talking down to their audience because they don't listen to Capital FM. They want to come across like they are talking down to you and to be a little intimidating to persuade you to tune into Capital FM.

The lighting used in this advertisement is mainly high key lighting as you don't see any shadows on the artist’s faces. You can clearly identify which artist they are in the advertisement and you can clearly see the equaliser featuring in the background which is saying 'Capital FM' which is what they are advertising. They have also used low key lighting to suggest night time and they are getting ready to go out. The lighting doesn't suggest day time because of the dark background and all the light if focused on the celebrities faces.

Techniques (of persuasion)

The techniques of persuasion are that the artists are making the radio station sound really interesting and fun. For instance when usher says "Capital FM" and Rihanna finishes his sentence saying "rocks". By the artists saying that the station 'rocks' their fans will want to listen to the station too. Therefore Capital FM will gain more listens because the artists are connecting with their fans and this is their way of persuading people to listen to the station because they are very famous artists.

Another technique of persuasion is using celebrity endorsements because celebrities inspire the product. As this TV advertisement is aimed at young people, young people look up to celebrities as role models therefore if they see them on advertisements they are going to be inspired to listen to Capital FM as they are advertising it.

Target Audience

The target audience for this TV Advertisement is aimed at young people because they play current music that young people would be in to. For example someone at the age of 50 may still be listening to music of their era that they enjoy listening too however young people are brought up with that style of music Capital FM play.

The characteristics of the product or service

The brand identity in the Capital FM Advertisement is the equaliser which is used in the background to show they are advertising their radio station. Usher first mentions that they are advertising Capital FM. In this advert they cannot use a product as they are advertising  a radio station. However they use celebrities they play on their station to advertise the station which is celebrity endorsements. They also use Capital FM's colours to represent their station which is red and blue. 

Capital FM's unique selling point is that they play the current hits. They show celebrities on their advertisement who are also bringing out new songs and albums which automatically suggests they play current music. The celebrities on the advert also re-enforce how current the music is and that everyone should be listening to it.
Another radio station advertisement is the Gem 106 advert which is where a hamster is dancing. Capital FM have an advantage over this advertisement because of the celebrities used. Their advert is showing that celebrities love their station and what their music to be played on their station. This is an advantage because it is showing that their station is popular and if celebrities like it so should everyone else. Capital FM also have an advantage because their advert is saying they play the biggest hits and all the music is current. This is an advantage because Gem 106 play dated and some current music therefore it isn't as current as Capital FM. 

The benefits offered from Capital FM is that if you tune in you will be listening to all the current music that is out there at the minute. The advertisement expresses how current the station is. Another benefit is that the celebrities who feature on the advert - their songs will be played so if you like them you'll like the station because they play their music. 
The lifestyle appeal is that you could be anywhere listening to any radio but if you listen to capital you'll be listening to all the new releases. Therefore the lifestyle appeal is that you'll update your music taste because it will all be current music you'll be listening to if you tune in to Capital FM. 

E-Lites Electronic Cigarette Gangnam Baby TV Advertisement

In this advertisement Mark Benton who is also known from Waterloo Road leads the campaign which is about himself playing the father who misses his baby's first steps because he had to go outside his house to smoke a cigarette which runs with the strapline "You don't know what you're missing". Whilst he leaves the room his family and friends see his baby perform some "Gangnam-style" dance moves. This advertisement is about promoting E-Lites Electronic Cigarettes.

Structure

This TV Advertisement is a realistic narrative as it is a real life situation where babies take their first steps and this advert focuses on how when you smoke you can miss out on important stages of your life. However it is non-realistic because a young baby wouldn't begin to start dancing a dance routine if the baby hasn't took his first steps. This TV advertisement is also linear because the advert has a beginning, middle and end. For example they are all in the living room. Then the dad goes outside to have a cigarette. The baby begins to dance and the father comes back in saying: "What have I missed?" This shows the advertisement isn't random and it does tell a story. The advert is also a Stand Alone because the advert doesn't follow on from another advert and there isn't an advert that has followed on afterwards.  

The E-Lites Electronic Cigarette adverts’ style is humour and parody. This advertisement is humorous for instance when you see the baby dancing in the living in front of family and friends this is funny because this isn't stereotypical for a baby to be doing.

Also Gangnam Style is a massive trend which is current therefore a baby recognizing the dance moves is humorous and it isn't normal for a baby that is crawling. This TV Adverts’ style is also parody because the baby emphasizes imitation of the original artist of the dance routine in the original music video. However this advert will become dated very easily because the song that is used will no longer be current which will not be seen as funny as it was when the song was current. 

The camera techniques used are a couple of long shots at the beginning of the advertisement to set the scene so you can see all the characters and who is involved in the advert. As it is a normal family gathering the viewers can relate to this and can relate to their real life situation and they can help themselves by buying the E-Lites cigarette as the TV Advert shows it's helping the character who goes outside to smoke. We also see family’s faces when they see the baby walk. We view this by an over the shoulder shot with shows the POV. When they see the baby walking they also use a close up on the characters faces to show emotion that they are shocked and happy to see the baby walking however the baby begins to dance. When they use close up's this shows their emotions and the viewer can interact with their emotions. 

This TV Advert has a lot of simple editing techniques such as straight cuts that quickly show all the characters expressions. This editing technique is a quick way to show everyone involved in the advert and to show everyone’s facial expressions when the baby begins to dance. There is also no soundtrack used in this TV Advertisement as they just use the voices of the characters.

The lighting used in this advertisement is from a natural source which is high key lighting. We see this from the window which is behind the characters in the scenery. The high key lighting is used throughout all the scenes in the TV Advertisement. Although the product isn't used in this advertisement the high key lighting helps to identify the family members clearer and you can see what they're doing a lot better with this particular lighting.

There is no soundtrack or background music used in this TV Advertisement. The only sounds are the main characters speaking. For example during the opening scene the whole family talking which is digetic. This is used to set the scene of a normal family gathering.

Techniques (of persuasion)

The techniques of persuasion are hidden messages. For example when they emphase 'don't go out to have a cigarette otherwise you'll miss important stages of your life' therefore have an E-Lite Electronic Cigarette instead. This is a technique where there is a solution to not miss out on your baby's footsteps which is to buy their product. This is a hidden message because they don't say specifically you'll miss out. However they act out the hidden message. They also don't mention that smoking is bad for your health unlike other cigarette advertisements although they imply that smoking makes you miss out on important things therefore it isn't worth smoking. They want you to cut down and use their product indoors so you never miss anything. They are not promoting smoking however they are persuading their audience to purchase their product therefore it is better for you than smoking. Also they are showing you can have them anywhere rather than just outside therefore you won't miss out on opportunities. Therefore they are not promoting smoking they are trying to sell their product that helps you stop smoking altogether which is their persuasive technique.
This TV Advert's techniques of persuasion could also be fear/concern for example if you don't stop smoking soon and take the easier option of having an E-Lites cigarette inside you'll miss out experiences you want to be there for. This TV Advert is very clever because they have done this in a light hearted way because it is humorous however people can watch this TV Advert in a concerning manner they will miss their children grow up. This TV Advert clearly shows a solution to the problem of smoking a normal cigarette. 

Target audience and how are they targeted by the advert?

The target audience for this TV Advertisement is aimed at 18+ because the legal age to buy cigarettes is 18+. Therefore this Television Advert is aimed at a wide age range however the main character in the advert is a middle aged man therefore he is the main target audience. 

The characteristics of the product or service

E-Lites do not have a brand identity in their advertisement because the product isn't featured in the advert nor being used. However at the end of the advertisement, in text the brand name comes up onto the screen with their logo above which isn't very noticeable on the advert. But the logo includes some sort of wing which could suggest happiness or free. 

The unique selling point of this advertisement is that you can smoke these cigarettes inside. They are suggesting these cigarettes are better of you (not in a sense of what is in them because the advert only shows why you should have them), which is not to miss out. They are showing if you have these cigarettes you can still be inside with all your family rather than going outside which is the unique selling point.

The advantage over other products is obviously normal cigarettes because you have to go outside with them. However there are no other electronic cigarettes advertised therefore there is no competition through advertisement however there may be other cigarettes you could buy in shops of online.

The benefits offered are again staying inside. This particular advert doesn't express they are better for you although after researching them, they are better for you which is a benefit but the advert doesn't show this. 

The lifestyle appeal is to socialize with your family and friends rather than being alone to go outside for a cigarette.  

Creme Egg TV Advertisement

In this TV Advertisement it is about a middle aged man prending to be on a date however he is relating it back to the product because he is pretending to be having a date with the Creme Egg.

Structure

This TV Advertisement is a realistic narrative as the actor is posing in the mirror pretending to "have a fling" with the creme egg. This suggests the character is practicing his facial expressions and poses as if he is "having a fling" with a girl. Therefore the audience will be able to relate to this TV Advertisement like they are going on a date with someone else. In this case they have used the creme egg because they are advertising this product. However it is non-realistic because he is talking to a Creme Egg which isn't a person. 

The Creme Egg advertisement has a sense of humour because the character is being very serious in front of the mirror which also could suggest embarrassing as the audience is watching him therefore this is humorous for the viewer. There is also an element of surprise when he says: "what's your name? Egg."

The camera techniques used in the TV Ad suggests the camera is inside the mirror and the mirror is watching the character. This is the mirrors point of view. This is effective because this makes the TV Ad humorous as the audience are watching the character and he doesn't know we're watching. The camera angles used are several close up's for his expressions as this expresses his emotions for the audience to relate to. These are called jump cuts. This is so they can show a lot of scenes at once.

This TV Ad has a lot of simple editing techniques to create however there are a lot of straight cuts such as the actor’s facial expressions one after another. This suggests different emotions. They also used a medium over shoulder shot to show the mirror, him and the egg. This is to introduce the Creme Egg which is the product. The purpose of this is to increase sales. They also used a long shot of the bedroom for the opening shot to create a sense of scenery and to show the audience where the actor is. This creates an atmosphere and mood of the advertisement.

The lighting used is artificial lighting as the light source is powered by lamps which show intimacy and privacy. Low key lighting is used for instance in the opening long shot; this is showing that it is set on an evening and the actor is getting ready to go out. They also use hard lighting for instance when the actor looks in the mirror and begins to talk you can see the shadows on his face. You can clearly tell that this TV Advertisement is low key and hard lighting because you can see the shadows on the actors face.

There is no soundtrack used in this TV Advertisement however the character has a short script of one liners that are humorous  At the end a male voiceover says: "have a fling with a creme egg" to re-enforce the product. 

This advertisement is similar to a scene from the film Taxi Driver. For instance when the character from the Taxi Driver is talking to the mirror which is what the character is doing in the Creme Egg advertisement. In both we see the mirrors point of view.

Techniques (of persuasion)

The techniques of persuasion are repetition as there are two shots of the poster in the characters bedroom of the product. As the product is hinted to the audience twice this suggests the audience to buy the product to have a bit of silliness in their lives. The producers want to remind their audience to purchase their product.

The persuasive technique used such as the catchphrase "have a fling with a Creme Egg" which implies that Creme Eggs aren't going to be around for a long time therefore it is encouraging the audience to buy their Creme Egg fast otherwise there will not be any left if they leave it too late.

Who is the target market and how are they targeted by the advert?

The target audience for this TV Advertisement is aimed at 15+ because from this age they can understand the product and can begin to take interest in Creme Eggs and to know more about the product. Also people aged 15+ will understand the humour of the TV Advertisement and will find it funny to watch as humour is crucial to this advert.

Characteristics of the product or service

The brand identity of this product is the Cadbury logo on the creme egg. A poster is shown 18 seconds into the advert with the Cadbury logo on the product. This is very recognisable for Cadbury  as the typical colour of this is a dark purple. 

The unique selling point of this product is that it is around for long. Hence why the advert use the word 'fling' which typically means a short period of time that is enjoyable which is how they are trying to sell their product. As it is only around for a limited time they want people to get it whilst they can. 

An advantage over similar products could be the Malteser Bunny by Mars. This is a chocolate bunny that is also released for a limited time only around Easter  The Creme Egg has been around for longer therefore people are more familiar with the brand. Also Cadbury's have released other products in the shape of an egg such as the camamel egg therefore people are more familiar with other products in the same shape but a different filling. On the other hand the Malteser bunny has been released more recently and people aren't so familiar with the product. Also, Mars have only brought out one sort.

The benefits offered from this product is that it is limited edition. Even though you can only have it one time of the year it is a special kind of egg people look forward to at that time of the year therefore it is a benefit even though it is for a limited time. 

Analyzing music video 4

Green Day - 21 Guns

This music video’s style would be classed as romantic, socially conscious and performance. I have
chosen these 3 styles for this particular music video because of the two characters being intimate with one another. Also this music video is a lot about war and showing peace. This music video is a lot about performance because of the band being set up in the room however it isn’t very stereotypical as a band usually wouldn’t be playing in an empty room such as a bedroom.

The purpose of this music video is to promote the song and to visualize the music track. This music video is also about showing a message (as it says in the lyrics): “giving up a fight that’s not worth dying for”. This suggests peace against war. This music video also has a meaning of when you grow up learning new things they are never how they seem when you’re a kid.

The way they have interpreted the lyrics is when the music artists in the band sing and play instruments. They also have two characters (one female one male) acting. Towards the end the female meets the male character and this gives the lyrics familiarity with the story line of the lyrics.
The music video is showing them in a room with the house falling apart due to some sort of war and gun shots therefore the music video does show this. However the implied meaning of this music video shows that you still need to guess what is going on because the house is falling apart its only until you realize when the female character looks outside the window there is some sort of war going on outside.

If I was to compare this music video to any other music video it would be Adele – Rolling in the Deep. I have chosen this music video to compare to Green Day – 21 Guns because of everything smashing and it is all situated in one room. In the music video all the miming is done by Green Day however the two actors are acting out the storyline.

This music video does look like a typical rock music video because of the dark dim lighting and the band set up with drums and electric guitars which are typical instruments in a rock band. With the heavy drums and guitar instruments combined with a powerful male vocal it would be considered rock. You can also recognize it is a rock music video due to the dark coloured clothes they wear and tattoos on them which is what typical rock bands are associated with.

There is a tracking shot around the male and female characters kissing towards the end of the music video. This looks effective as you can see both characters from all different angles. This shows they found love in a chaotic environment. This shot also looks good how all the lights are dim and the light is focused on them.

Most camera shots are medium long or long shots. They have done this to create simplicity; to focus on the scene and what is happening around the two characters. The medium close ups are used on the characters to show their facial expressions for example when they show the first scene of the male looking miserable and depressed. This shows the characters emotions and puts an emphasis on the mood of the music video and the song.

The lighting in this music video is very realistic which is mainly from lamps which creates a lot of shadowing on the characters which gives the music video a gloomy mysterious feel. The lighting is mainly dim which suggests the style of the music video (rock).

The editing is very basic with simple editing skills which aren’t overly complicated. The transitions between each shot look effective. It also looks good when you see the number of gun shots where it hits the furniture and walls which would be considered as special effects as they want it to look realistic. Another example is when the fish tank burst and the water is running out.

Overall this music video represents the style rock very well and it includes simple editing with an interesting storyline.

Analyzing music video 3

Beyonce - Single Ladies

This music video is performance however it isn’t very stereotypical as you wouldn’t usually see a performance in a studio. The style of this music video is performance because of the dance routine from beginning to end. This music video could also be classed as romantic. I think this because of the lyrics Beyonce is singing about. She is singing about proposing which is about love and marriage.

The purpose of this music video is to promote Beyonce's new single and to visualise the song. The purpose of this song is also for letting males know if they liked/like their partner then to get engaged.

Beyonce and her two dancers visualise the lyrics in this music video by miming the song and pointing to the finger to suggest getting engaged and that is all the visualising of the lyrics she shows as this whole music video is of her and her two dancers dancing.

This music video doesn't particularly reinforce the meaning because she is dancing in a studio and that is the only location therefore they aren't showing other partners getting engaged which is what Beyonce is singing about. Therefore this music video isn’t very stereotypically how viewers would imagine this music video to be.

In this music video you don't have to guess what is going on and it is very easy to understand as it is a straight forward music video in a studio with 3 dancers.
As this music video is in black and white it is quite hard to see what type of song this music video is implying. As they are dancing it could suggest dance music however it is a pop song therefore this scenery doesn’t represent the type of song it is.

In this music video it is black and white so therefore the lighting is quite bright to show facial features and Beyonce’s dance moves. As you watch the music video more you can see that there is a spotlight in the middle of their dance floor. This circle of light looks very good because it puts all the attention on the dancers. The editing in this video isn’t the most obvious however when you start to analyze the video it shows what effects they have used. For example when they dance they walk up and back down to make it look like a curve on the wall. The hard light emphases shadows and highlights and the hard lighting and the spotlight goes to high-key lighting. It is very flattering and creates less powerful shadows.

Another example is when the camera keeps moving in and out really fast like a zooming technique. One other effect in this music video is that it has a black background for a big majority of the video then it changes half way through to white then keeps switches back and forth. When watching the video you don’t really notice however it is actually quite an obvious effect. I think they are trying to put a mood on the song for example black could represent a harsh colour and white could represent a softer mood. In this video Beyonce mimes all of her words whilst in her dance routine. When relating this video it is quite difficult because I personally can’t think of any other music video’s where someone is dancing from beginning to end. If I had to compare this video to any it would be ‘Adele – Rolling In The Deep’ because Adele’s video is just set in one room where she sits down so it is quite a simple video like Beyonce’s but there is a lot to look at. Both music videos are set in one location.

The shot types in this video include long shots of when the three women are dancing. Another shot type is a tracking shot when the camera is making a circle around the dancers. They use different shot types in different music video to create a sense of atmosphere. There is also a medium close up of Beyonce when she uses a metal prop for her hand. They do this to show the metal prop in a clear way and they do this to maybe even show an emotion on her face as it is a medium close up. They want the viewers to interact with Beyonce's emotions.

The movements in this music video include a full dance routine for start to finish of 3 women however the main focus is on Beyonce as she is the artist for example where she bends down on her knee and the camera is just on her.