- The explicit and unashamed promotion of the artist's "image" (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption. This relates to Dyer who states that an artist should be young, have sexual magnetism, glamorous, rebellious and have an "edge"
- The featuring of the artist (almost without exception)
- A wide and extensive use of shot types (this includes close ups, extreme close ups, wide shot, mid shot ect), camera angles (this includes low angle, high and angle and middle angle) and movement (this includes tracking and cranes)
- Repetition or reoccurring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo).
- A possible narrative structure
- A possible performance element
- The flexibility to disregard realism, which could include discontinuity editing
- Short cut tightly to the beat of the track
- Use of special effects (lighting, animation, CGIs, camera effects)
- A carefully constructed Mise en Scene appropriate to the content and tone of the track. Everything in the mise en scene should be helping what you are trying to achieve.
- High impact instantly!
I decided to pitch the 'La la la' video idea as I felt the most confident with it. I feel that the band and pop video I wish to create will imitate and subvert the key conventions of a music video. The two girls that form the band with have a specific brand image than would be ready for mass consumption. I feel that the band will imitate 'Dyer's' intentions of what an artist should be. The band is formed of two young pretty girls that have sexual magnetsim, men will want to be with them and women will want to be them. They will have a glamerous but edgy look, for example they will wear fashionable clothes but with a 50's style. I feel this hasn't been used before in the pop world because women are seen usually as a sexual object for exmaple 'The Pussycat Dolls'. I will also imitate the convention that the artist should be featured in the music video. The band will either perform with the old men and women or will perform seperately in the studio and this will be cut into the narrative of the old age men and women. My video will also imitate the convention of using many shot types. I will have close-ups, mid shots, and long shots of the subjects and I may even use an extreme close up of the keyboard. I will subvert the idea of different uses of camera angles. I if I used this is would be too complicated and may look to narrative or that the music video is trying to have a hidden message. I will imitate the convention of use of camera movement. I feel that tracking shots will add more movement and therefore more excitemtnet for the audience who will watch the pop video. I feel it will make the pop video less static and also add to the comic element of the video. I will imitate the convention of a reocurring thematic element. This will be OAP's acting like they are young and this will be what happens throughout the entire video. I will subvert the convention of a narrative structure in the sence that there will be no storyline because the OAP's will not be linked in any way. Howevere, the video is not just a performance so there is a basic narrative structure for the audience to look at something else rather than just the band. I will imitate the convention of a performance element. The band will be playing either in the studio and thsi will be cut into the narrative element or they will be playing along side the old men and women, or I might combine the two ideas. I will imitate the ability to diregard realsim, through the editing and the context of the video. OAP's performing acts of teenagers is not what the audience expect to happen in real life, so this will shock them but also will be a added comic element. I will also use discontinuity editing because the video will not follow a formulaic narrative structure but will cut back different events and come back to them throughout the video. I will imiate the convention to cut shots tightly to the beat of the track. The singers will lip sync to the song, and the narrative element will be edited to the beat of the track. this is so the video and the song seem as one media text and not two seperate ones. I will subvert the convention to use special effects. This is because I feel that the use of CGI, camera effects ect will not read well with the narrative of my pop video. Special effcts are not necessary in communicating the message I want to in my video. Finally, I will imitate the convention of the pop video having an impact instantley. I will do this by using the OAP's doing obsure, comic actions from the begining, so the audience are drawn in and keep watching.
I think my pop video idea recieved an overall positive response in my pitch. I described that I wanted the video to feature differnt groups of OAP's doing teenage activities that would juxtapose their everyday life that the audience would expect to happen. I showed him the origional video for the song, which is two children playing with lego. I explained how I thought that this video was quite boring and unimaginative for the audience and that my idea would improve on theirs. I described how the song reminded me of youth and that it would be a clever idea to juxtapose this completely with retired pensioners. I told the class that I did not want the video to be crude of violent in any way. For example, I did not want to show a group of drunk and disordely retired men as I want to keep the idea of 'behaving as young as you feel' friendly and fun.
I described to the class three scenarios that could possibly be used in the video, which I feel complemenets the song well and follows the overall idea I want to put over in the video.
The first scenario is three retaired women at a sleep over. This would be much like an americanised teen sleepover would be portrayed on Hollywood films. For example, the pillow fight in 'Not
Another Teen Movie'. They would be dressed in pink pyjamas and be laughing and easting sweets and popcorn. They then start a pillow flight and this continues. Thye may jump on the bed and have a food fight with the sweets whilst doing so. 
The second scenerio is of a first date with a retired couple at the cinema. I wanted to use this beacuse this is an iconic image of two teenagers of an akward 'first date'. The man could put his arm round the women using a technique where he pretends to yawn. This was influenced by the film 'Cheaper by the Dozen 2'; where two teenagers go on a date to the cinema and he does just this.
The third scnenario
is in a bingo hall. I feel this could be the last scnerio because then the audience are taken back to their expectaion of where they would expect OAP's to be. This is then juxtaposed, as the woman who wins stands and does a celebration dance that they audience would expect a teenager to do.
is in a bingo hall. I feel this could be the last scnerio because then the audience are taken back to their expectaion of where they would expect OAP's to be. This is then juxtaposed, as the woman who wins stands and does a celebration dance that they audience would expect a teenager to do. 
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