Draft 2: Question 1 - Media Theories

In our video we have used conventions of media theories as our music video has montage editing within it as well as a story line. We also decided  to add a bit of phantasmagorical body into our video as it is present within a lot of music videos today and it would make our video more professional. It also shows that the artist is attracted to the female character within the video.
We have also shown the deeper meaning of the lyrics through our video as the video doesn't correspond with the lyrics. Our story tells the deeper meaning as the artist is singing about how he doesn't care about the girl and doesn't want her back but the video shows he is putting on a front and is actually in love with her and he doesn't want to lose her.
According to Andrew Goodwin, our film would fit the amplification classification as we have shown the audience a deeper meaning of the lyrics as they story line is opposite to what the lyrics suggest. Such as the lyrics 'I don't care if you want me baby' whereas the story shows that 'Jay' wants 'Chloe' as he chases her when she is going to leave 'for good'. Also, Jay (Jamal) has taken on a fictional character within the story which is another concept of amplification music videos. As well as this, we also fit this classification technically as most of the cuts are on the beat although we do also cut off the beat which helps to keep the video interesting for the viewer.
When looking at Bordwell and Thompsons theory, we have aspects of graphic editing as we have used the colour red to link our video as well as link it to our digi pak (graphic match). We also have aspects of rhythmic editing as the duration of shots we have used for the bar sequence create a fast paced beat and emphasis that 'Jay' is into the girl.Aspects of the Kuleshov effect as at the end of the music video we assume that both the characters will go to the same airport until we see the road signs showing that they are not going to meet as 'Jay' has gone to the wrong airport. This is also an aspect of temporal editing as we have manipulated the setting of the characters so that the audience believe that they have gone to different airports although we filmed the sequence at the same airport with a few shots from gatwick mixed in. We also have a clearly identified flashback as we have used a transition where we flash to white to signify the flashback has started and put a black and white effect as well as a 'misty' look to the flashback sequence so it stands out from the rest of the film. We thought of adding titles to show the audience that it was a flashback but in the end we thought that it was not effective. Also, in the short flashback sequence we tried to create a 'phantasmagorical body' as suggested by Carol Vernallis as we had a shot of the actresses legs which slowly moved up making her a 'sex object' in the video.