Music Video Analysis Two: "Jessie J - Who's Laughing Now"

Mise en scene is used from the opening of he conventional music video; the "popular girls" are seen dressed in bright pink clothing which gives the impression that they are self concious and are representative of teenage girls at a younger age. The way the girls look at the younger Jessie J also emphasises that they are typical bullies; looking down their noses at people who don't follow trends and stand out - giving the impression that they are posh and spoilt. The younger Jessie J appears to be "rebelling" against social norms and trends by dressing in her own way and having a uique hairstyle. The black baseball jacket could give the impression to the posh girls that she is an "emo"; causig her to become an outkast. The location used in the video is of a girl's school; aimed at a conventional target audience of tenagers/ students/ parents as the pop video gives an anti bullying message relatig to people of the target audience that may have/ be experiencing bullying and give them the courage to speak out.

Various stlyes of camerawork are used throughout the video. An establishing/ pan shot is used to open the video depicting the location; a church/ school - this sets the scene of the video early and is relative to a childhood target audience. There is also use of over the shoulder shots showing what Jessie J sees; emphasising that she is the main character.A sweep zoom with shallow focus is also used to show the protagonist Jessie J as a child rising from her desk which is accompanied with a close up shot to show the emotions on the main character's face - foreshadowing her rebellion against the popular bullies; possibly giving children who are being bullied the confidence to sand up against bullies after watching the video. Zoom in's are regularly used to show the child Jessie J talking; building up her confidence to fight her bullies. To the right is use of a reverse zoom through he medium of a steadicam to show Jessie as a cild's insignificance to the backdrop of Hollywood and how she has grown to be famous.

Ambient sounds are used to open the music video; birds singing connotes a peaceful, normal location. Later on Jessie J begins singing: this is an example of diegeic music. Lyrically the song has been praised as an anti bullying anthem "hey Jessica you look like an alien, with gree skin you don't fit in this playpen" and "you've got teeth just like bugs bunny" - most children have experienced similar playground abuse; making the videp's message relate to the target audience of teenagers and giving them confidence tofigh their bullies.

Various editing techniques are used throuhout the "Who's Laughing Now" pop video. A slow moion shot is used to show Jessie J as a child leaving her school; allowing her to be free of bullies, social norms and follow her own syle and be who she wants to be as an adult - giving confidence to the youth target audience. Trasitions are also used througou the video to show a conrast between a shy, reserved, unhappy Jessie J as a child which is later replaced by a confident, unique, individual celebrity. The technique of tracking is used to follow the child Jessie J as she progresses and grows in confidence; emphasising that she as the protagonist as taken an emotional and physical journey throughout the pop video.  

Music Video Analysis One: One Direction - "What Makes You Beautiful"

The mise en scene used in the music video is aimed at a target demographic of student teenagers. The location used in the video is of a relaxed beach implying the artists are on a “lads holiday” which is typically related to the teenage psychographic who want to get away from student life. The props used also have conotations to the modern youth; transport includes a campervan, this implies that the band are on an escape from realty. Other props used by the band in the video are footballs and guitars; both props have male connotations and are representative of typical teenage boys actions whilst on holiday. The band’s costume is also typical and trendy to teenagers of the 21^st century wearing high street fashion including chinos and checked shirts/ tops. This use of costume style is aimed at the teenage target demographic who are identified in similar ways.  

The sound used in the video includes an immediate ambient sound of waves crashing and birds singing – this creates a representation of a tropical getaway. The digetic sound used includes the actual band singing the song; which is a typical convention of pop music videos. Lyrically the song is aimed at a demographic of teenage females; "that's what makes you beautiful" and "you're insecure, don't know what for" are both examples of conventional lyrics sung by a teenage boyband in order to appeal to the target audience of female teenagers who are fans of the band.  

Various types of camerawork are used in the music video to relate to typical pop video conventions and successfully target an audience of teenagers. The video opens with a pan/ establishing/ point of view shot of the beach location with waves crashing on the rocks. The effect of this camera shot creates a sense of student paradise for the teenage audience to get carried away into and aspire to experience the same. Next, there’s a close up of the band’s lead singer Harry emphasising his importance and popularity which is relatable to mainly teenage girls as the target audience. Over the shoulder shots are used in the video so the viewer perceives what the singer sees. A further pan is used to show all of the members of the band’s faces to highlight the band’s unity. There is a close up on the only female in the video; she appears physically attractive and fun; this beautiful/ perfect female image gives teenage girls a look to aspire to and gives boys a teenage crush. There is also use of a handheld camera which creates an effective shaky, unsteady shot; the use this camera shot can be related to the target audience of teenagers who use handheld camera's whilst on holiday or at parties.

The editing techniques used in the pop video include fade in transitions from the opening of a summer beach giving the appeal of a teenage holiday which is relatable to teenagers who want to go on holiday. Subtitle credits “directed by” are also used as a pop video convention and to give credit to the producers. Slow motion shots are also used to emphasise the band’s relaxed/ unstressed manner; the effect of slow motion shots are to break up the video and to look professional and also fit in with the slow paced parts of the song.