The Nike Football 2016 advert: The Switch, attracts the target audience of young inspiring football players through many aspects, for example, celebrity endorsement. it uses professional football players such as Cristiano Ronaldo and Harry kane and adds a quite fast paced feel towards the beginning of the advert to make it look realist to the viewer and as if u are living in the moment with the loud, overwhelming atmosphere of fans chanting in a football stadium. Which further portrays that the viewer could become as successful and wealthy as these big football stars to encourage the viewer to purchase nike products in pursuit of this dream, which means its trying to add a lifestyle appeal.
However, it is quite a anti-realist moment involved here because you are not able to body switch in realist. this surreal element brings out the creative and imaginative side to the advert which help it to stand out, it surprises the viewer because it is also quite an unexpected situation to happen.
It goes into more detail further on into the ad to show you the journey in to become at the professional level of Cristiano Ronaldo. Therefore highlighting a movie-like feel because of the story it is trying to tell, which is a collison between Cristiano Ronaldo and a young ball boy causes a body switch and both of them live each others lives but it turns out to benefit them both football-wise, this story-based idea makes the advert more engaging to the audience. There are also some humorious moments, for example, when Cristiano Ronaldo (which has had the body switch by this point) doesnt know how to drive and arrives at football training with a recked car, this is a funny situation because this would never happen in real-life because Cristiano Ronaldo knows how to drive in real-life and the close up expression of the baffled face of the security man, this also brings a comedy aspect to it and shows the diverse use of media in the ad to attract a wider audience.
Furthermore, there are many camera technics used in video which puts the viewer in shot as if they are playing alongside these players like they are under the professional spotlight. Close up to show the tension on the faces of the players and the sweat and adrenaline presented in their facial expression.
As well as there are many close up shots of Cristiano Ronaldo and Lee (the character that Cristiano Ronaldo switchs with) throughout the advert to show a comparison is facial expressions through similar situations after the body switch. For example, when they both wake up after the collision of the match; They both wake up with a confused expressions and then both walk over to a mirror and Cristiano Ronaldo has a shocked but quite happy expression however, Lee is slightly angered in a way. This shows how the switch has affected both Cristiano Ronaldo and Lee emotionally.
An Idea that came to might is that it has the aspect of it being a parody of the film called Big in this ad more or less the same idea has been put in place because in the film Big there is also a body switch.
Several technical methods are shown within this advert, there is good change in scenes of Lee playing football in better circumstances as it keeps changing, which represents Lee growing as a footballer. beginning with the first scene with Lee in a quite normal/ordinary football match which you would see in your everyday lifestyle (further applying lifestyle appeal); With a muddy and not very good quality football pitch, this highlights that he is playing football here at a very low and is at a beginner level. The football kit is very standard and basic, nothing too flashy and lack of an audience to further suggest he is playing at a low level, as well as the colour of the sky grey and a dull background.
However as it cuts over to the next scene all most instantly, it shows Lee at a slighty higher level of football. The scene consists of a slightly larger audience withs stands in the background . The pitch is of better condition its not muddy like the previous scene and looks like it is getting taken care of. The kits are also slightly more detailed with more vibrant colours. Furthermore, the lighting in the video is bright, more sunny and warmer colours; This shows that Lee is in a better circumstance compared to the previous which had a dull approach to it.
As it cut of to the next football match, it shows Lee in a better circumstance than the previous setting showing that he is growing in terms of level of football. There is further improvement in the scene including the kits which has now got sponsorship on its shirts compared to the previous scene highlighting the high quality football that Lee in playing in. bright colours than the previous scene and bigger pitch which has a stadium feel to it.
Nike create the emotional response of hope within its advert, this is because through the lifestyle appeal that ambitious and inspiring football players that they can become a successful football players. This video also contains a lot of brand recognition within the background of the advert for example, the billboards in the stadium are promotion of Nike. as well as they keep the constant reminder of their products throughout the video by the characters within this advert, all wearing nothing but Nike products.
Taylor swift - 22
Colour- bright and warm
Location- Party settings
choreography - its more a free and go wild choreography
narrative - to show whats its like to be being 22
image- young party animals
respresentation- girls, casual, young adults
lightning- bright but dark in some scenes
Dr Dre ft Snoop Dogg - Still D.R.E
Colour- various bright colours and happy colours
Location- roughier area ,on the street, clubs, beach
choreography- n/a
narrative- how their lifestyle is like
image- gangsta/ street look
Representation- Men, young, lower class/rough look
lightning- very bright
there was sexual and violent content
Slipknot - Psychosocial
Colour - cold colours
location- quiet and dark area
Choreography - performing live
narrative- to scare and horrify the audience
image- masks and frightening costumes
representation- men, goth-like, adults
lightning- not very much, very dark
Styles of music video
In Concert/Live
digital animation
slo-mo animation
illustrative - a video that tells a story and has a strong connection between the lyrics and whats going on on screen
interpretive - its involves a style that is not instantly recognisable, you have to interpret what is going on
Pastiche & Homage - this is when the music video creates a reference in an affectionate way (as a tribute)
Parody - it is when a music video imitates another piece of media, almost through mocking it
Introduction
The purpose of music video is to get across a message to the target audience, which is to entertain. The vital purpose of music videos is to promote artist, record labels and brands, but it's mainly to promote the song. A music videois basically a short film involving a song and imagery and is produced for more or less promotional or artistic purposes. Promotion of a particular song Drake - Hotline Bling
Drake's Hotline Bling is a good example a music video whose purpose is to promote a particular song. The single Hotline Bling was released under the major label Cash Money Records.
It represents this purpose because of the memorable parts of the video that the song will be remembered for such as the ridiculous dance moves of Drake, which is shown within this medium shot. This generated a great deal of discussion/news coverage. Many memes (parodies) were made about the dancing in the video making fun of Drake. At first, this angered Drake, but then he came to accept the comments on his dancing in the video because he saw that this would generate more popularity for the song and gain more sales, which it did. The video implements numerous close ups, medium shots and long shots to highlight Drake's body movements and facial expressions, clearly making Drake's dancing the centre of attention throughout the video since often there is nothing else in shot but Drake.
Drake uses a plain background and then makes uses of colour changes to represent emotion. For example, the use of blue in the background represents a cold and sad atmosphere when he sings certain parts of the song, while a bright, warm atmosphere is shown by the use of pink or purple to complement happier parts of the song, like this particular shot for example. The use of emotion combined with dance emphasises a different side to Drake which fans do not normally see from him because he is typically portrayed as a rapper. This new image in Hotline Bling also creates more news around him and therefore creates more publicity for him as well as for the song.
At the beginning of the video, it fades into this scenario, which is being shown in this shot. Where there are numerous good-looking women in similar outfits working at a call centre. This scenario can again be referred back to the song's title because 'Hotline Bling' is about how a particular girl/woman used to continuously call his phone and the scenario at the beginning of video highlights that it is possibly something like a call centre as they also involve calling people continuously throughout the day.
Promotion of the artist's album
Skepta - Man
The music video, Skepta - Man, represents the promotion of the artist's album as its purpose. This is because it suggests the theme of the album, Konnichwa, throughout and shows the album cover image various times in the video.
Joseph Junior Adenuga, also known as Skepta, grew up in Tottenham, North London. He is an English grime artist, producer and is a songwriter and has independently worked his way to becoming a successful internationally known artist and has been associated with many overseas artists such as Drake, Pharrell Williams and ASAP Nast. He created his own label, Boy Better Know, in 2005 alongside his brother Jme (who is also an associated grime artist to Skepta). His most recent album, Konnichwa, was released in March 2016; it was grime's highest charting album hitting the peak of number 2 in the UK charts.
The Song Man by Skepta is featured on the album and the music video contains documented texts in Russian throughout. It also refers back to the title of the album 'Konnichwa' which is a Japanese word meaning hello. In my opinion, Skepta is trying to express different languages as part of the theme of his album, meaning the Russian documented texts throughout the video have some sort of relevance back to the album.
As well as the promotion of the album is shown highly by an image of Skepta's own postage stamp which is on the cover of the Konnichwa album. This image is seen continuously throughout the video with Skepta's crew putting it on various women's bottoms, on cars and walls. The repetitive use of this image throughout the video will help gain recognition for the album in the hope that the image has a memorable effect on fans. This is the main source of promotion of the album .
Promotion of a particular artist Vybz kartel ft Popcaan & Vanessa bling - Clarkes
This video promotes the artist Popcaan. At the time that this music video was put out, Popcaan was not a very popular artist and was new to the dancehall genre whereas Vybz Kartel was a bigger artist and far more familiar on the dancehall scene than Popcaan. The success of this music video meant that Popcaan gained a lot more recognition because of his collaboration with Vybz Kartel. In addition, various close up camera shots are used within the video with Popcaan in front and Vybz Kartel in the background. By having Popcaan in the same shot as Vybz Kartel, this implies that Popcaan is equal status to Vybz Kartel or roughly the same importance, which also increases the promotion of the artist.
Popcaan then went on to develop a larger fan base through his own songs such as, 'Only man she want', 'Unruly rave' and 'Rup Rup (bad inna real life)'. He then caught the attention of the hip-hop artist Drake which subsequently developed into a friendship and some of Popcaan's samples are now featured on various Drake tracks such as, 'Know Yourself', 'Too good' and more. Drake's OVO sound and Popcaan's Unruly Gang have also forged a bond and have merchandise together; however they still remain separate entities musically. Increasing income for the record company Meek Mill ft Rick Ross - Ima Boss
Meek Mill's, Ima Boss, is a good example of a music video whose purpose is to increase the income of the record company through the continuous image of the Maybach Music Group (which is the record label being promoted here) which is shown in some way in numerous scenes in the music video. This is represented through its merchandise, its familiar sample sound and even through the artists of Maybach Music Group themselves.
Maybach Music Group, which can be abbreviated as MMG, is a record label which was founded by Rick Ross in 2009 and its parent company is Warner Music Group. MMG's roster of artists includes Wale, Omarion, Stalley and Meek Mill.
The beginning of the video shows the text 'the untouchable Maybach empire presents' along with the recognizable ad lib for Maybach Music Group. This will mean that people will notice the video as a Maybach Music Group production and therefore means that the success of this music video will straight away become a representation of the record label which increases the establishment of the record label's work In addition, it possibly increases the record label's fan base leading, for example, to fans buying more of their music, which will eventually mean an increase in the record company's income.
As the video continues, there are many examples of Maybach Music Group's (MMG's) merchandise shown through medium camera shots, for example, hats, t-shirts, chains and other merchandise worn by Meek Mill (which you can see from the screenshot), Rick Ross and other people who are in the video. The aim is to further encourage viewers to go and buy this merchandise which will then bring in more income to MMG. The editing is cut quite fast and the pace of the cutting through the scenes slows down when there is a clear image of Meek Mill wearing some of the record label's merchandise so the viewers can get a clear visual of it. This is tied in with the music in the hope that if viewers like their music they may also go and purchase the merchandise of the record label. Viewers may also idolize what they see in the video and therefore choose to buy merchandise because Meek Mill is wearing it, for example.
At the time of making this music video, Meek Mill was not a very popular artist and featuring Rick Ross in the music video helped to promote Meek Mill because Meek Mill gained some recognition from the status of Rick Ross as he was endorsed in the video. Promotion of and synergy with another media product
Demi Lovato - Let it go
The song Let it go by Demi Lovato is associated with the Walt Disney film, Frozen. The music video for this song promotes the film and therefore represents the purpose, promotion of and synergy with another media product. The song was composed by Kristen Anderson-Lopez and Robert Lopez. The song was then performed in its original version in the film by the American actress and singer, Idina Menzel. This screenshot shows the music video is set in a empty mansion which looks like a castle with just the artist in scene and just from the setting of the video, it can be suggested that the film, Frozen, which is associated with the song has had some influence on the video because the main character in the film, who is called Queen Elsa, is royalty and is from a kingdom where she lives in a castle. The colours used within the video are cold colours such as blue; this can also be referred back to the film because it is based in a cold climate so the film's setting is characterised by nothing but cold colours.
The artist, Demi Lovato, wears long formal dresses throughout the video which also implies a representation of the image of the character, Queen Elsa, from Frozen because she wears similar costumes within the film, so Demi Lovato wears these outfits to try to copy the character's image. It shows both Queen Elsa & Demi lovato in these dresses below.
The main aspect of the video which ties the song in with Frozen are the various short scenes where Queen Elsa/Idina Menzel perform the song in the film which have been incorporated within the music video. These short clips are heavily promoting the film because it means viewers will be able to see parts of the animated film that may encourage them to go and watch the full film, which will therefore increase the box office numbers for Frozen. Increasing the range of media in which the artist is active Stromae - Tous Les Mêmes
Stromae is a musician, singer, rapper and songwriter from Belgium who originates from Laeken in Brussels. Stromae only performs his music in French. He chooses to perform his music in French only because he believes that his music will lose its meaning and that the quality of his music may decline if sung in English. He first gained publicity through his single 'Alors on danse' and since then he has garnered more and more attention through songs such as 'Papaoutai'. He is also signed to the label Vertigo Records, which is a part of Mercury Records France (a Universal music group). Stromae likes to express himself in his music videos in a creative and imaginative way so in the music video for 'Tous Les Mêmes' he brings out his acting skills by playing a woman and a man at the same time. The french phrase 'tous les memes' translates as 'all the same', which refers to the theme of the music video which is that boys and girls share many similarities even though they are different genders. Stromae chooses to express the song's main point through his display of acting. This shows the different media that the artist is active in as a actor and his creativity as an artist which therefore also promotes the artist. The medium shot below helps show Stromae active in his acting role of half man, half woman.
In addition, the contrast between Stromae as a man and as a woman also brings a humorous side to the video because to see the artist posing as a female is unusual. This shot shows the choreographed dance performance which Stromae is involved in towards the end of the song. This further reveals the various types of media that the artist is active in since it shows that Stromae is talented in several areas: dance, acting and musically. Stromae expresses the meaning of his song by the use of dance, where he performs alongside numerous other dancers who are dressed as half woman, half man just as he is which relates to the song's meaning i.e. all the same. The dancers are synchronized with the dance moves of the artist which also refers back to the meaning of the song - all the same. This is because the dancers who are of different genders are a mirror image of Stromae which the artist uses to get the theme of his song across.
Conclusion
To conclude, the purpose of a music video is what helps to set the basis for what the video will involve and what needs to be done to achieve its particular aim. Also, the purpose becomes the hidden message which the video is trying to get across to its viewers in the hope that viewers will act upon the particular purpose to lead to more income in that area.
Controversial videos
Aphex Twin - Window-licker
Madonna - feels like for a girl
Erykah Badu - Window seat
Justice - Stress
MIA - Born free
Rihanna - S&M
TATU - All the things she said Rihanna - Work ft Drake https://www.youtube.com/watch?v=HL1UzIK-flA
this music video created controversial talks about the way that rihanna was claimed to be braless and that viewers were able to see her nipples through a see-through top she was wearing in part of the video. as well as the intermit dancing with Drake thoughout the video began to make people feel as though the video was too sexual. this sparked at lot of talk about whether the video should be banned or not, which meant the video was taken down of Youtube for a while. Furthermore, this caused a lot of hatred towards the song at first and disgusted a lot of fans. However, was then put back up on the Internet and controversy was resolved because people began to except the video for what it is and made it stand out. In result of this videos drama therefore attracted more attention to the video and meaning it helped gain more recognition to the song. The video generated more records sold and millions more views on youtube. This also shows that controversy can have a positive affect on the people which may mean that you could come to the assumption that artist may implement unexpected aspects into the video to draw in more publicity.
this music video creates an emotional attachment with the viewers from the beginning of the video to the end. the video consists of a live performance of the song and shows the connection J Cole has with his fans in the audience and how he controls them with his music, various close ups are shown within the video to show the expression on the faces of faces towards his music. During the video there is a repeated editing switch between the live performance and numerous memonts of J Cole's day to day lifestyle which furthermore means that the purpose of this music video is the promotion of the particular song.
Music Video Production Music video purposes
1. promotion of a particular song
2. promotion of the artists album'
3. promotion of a particular artist
4. promotion of and synergy with another media product
5. increase income for the record company
6. increasing the range of media an artist is active in
Music video 1 - Micheal Jackson Thriller
the purpose of this music video is the promotion of the particular song to reveal the emotion of fear and how people react when it comes to a thriller movie. this is because Micheal Jackson wants to give the audience the same frightening feel that thriller movies do to fit in with the theme of his song. He his to trying to get the message across that the common image of a thriller movie and the audience of a thriller movie.
Music video 2 - Eminem The Real Slim Shady
the promotion of a particular artist as well as the increasing the range of media an artist is active in is shown here through the creative characters and images that eminem plays as to show the diversity of eminem as a actor, comedian and a rapper. i believe this is so eminem can highlight his personality to his audience. Eminem is trying to give out the message that other try to look and pretend to be him but his personality is not the same as others.
