Analysing Adverts!

Analysing a CD Cover: Nelly feat Kelly Roland

Image: The presentation of this CD cover, is of a mid shot of the Artist, again this is similar aspects in which is conveyed in the other CD covers additionally the character is featured within the music video. The background is plain white and camouflages the 'white jumper' in which the artist is wearing. This means that the additional colours that is presented stand out amongst the the CD cover; the red colour presented- connotes the passion and love within one of the songs in which he is presenting, but could also possibly present violence and death.

Copy: The font presented is relatively large however the subtitles are not, this means that not much attention is given to the featured artist, it is directly above the face of the Artist. This again in contrast to the other CD covers in which I have researched is different as they are usually underneath the Artist excepet for the Neyo CD cover in which i have recently analysed.  The title is significantly in the shades of black and red, the red connotes the theme of love within the song.

Genre: The use of black characters communicate the genre of R&B. The use of this ethnicity is a common element within this type of genre, and is constantly presented and this is again the case within this CD cover, the artist is again of black ethnicity. This CD cover however, does have a different mood in contrast to the other CD's. The Artist, here looks a lot younger than the other artists and this suggests the type of audience he is aiming his album for. This could explain the difference in the layout of the CD's in comparison to the other Artists that I recently analysed.

Connotation: The secondary level of communication within this CD cover, could be the title of the song in which he is presenting 'dilemma' this creates some sort of image to what the song may be about and it involves the artist.

Target audience:Through this CD cover , I feel as though the target audience is aimed at people who are of the same ethnicity this is due to the fact that only a black person is presented and no other people are presented with different ethnicities. However also due to how young the artist looks it could also be aimed at young audiences.

Mode of address: The mood is created through the Artists direct eye contact the direct eye contact suggests the seriousness of the song and the album. Additionally it is created through the different colours that is presented as they have certain connotations such as the colour red connotes passion and this defines the artists song.

Tag line/title/name: The name presented is 'Nelly' the other information that is provided is the title of the song 'Dilemma' and also the featured artist 'Kelly Rowland' is presented. This is a lot more information that is given in contrast to the first few artists in which I have analysed. However in contrast to the artist Neyo there CD covers are similar within the layout.

Representation: Through this CD cover we are presented with a character who is of a black ethnicity this could suggest the type of target audience the genre is aiming for again this is very similar to the other CD covers in which I researched, and is common within the elements promoting R&B songs. We don't really get to see the costume of the artist as he is only wearing a white hood, this represents the 'ghetto' lifestyle also the way it is presented is in a money fashioned way. 

Again, we don't really learn much about the Artist or character on the CD, but in contrast to the other songs that I have researched a featured artist is included however, her image is not on the cover and her name is only in a small font. This suggests that the artist who is mainly presented is the artist that is aiming for most representation from the song.  These ingredients are common within the genre however are not through the CD covers that I have researched. 

Analysing a CD Cover: Neyo

Image: The presentation of this CD cover, is of a mid shot/long shot of the main Artist but who is also a character within the music video. The background shows could be perhaps the setting of a park, this is unusual for me so far as this is the only music video that has presented this sort of background. However the prop of a pencil and the image of the artist suggests that his aiming for a young audience who possibly study.

Copy: The font presented is relatively large, it is directly above the face of the Artist. This again in contrast to the other CD covers in which I have researched is different as they are usually underneath the Artist. The title is significantly in the shade of white, which is a common colour within the genre of R&B and this could connote the freshness of the album and of the song. 

Genre: The use of black characters communicate the genre of R&B. The use of this ethnicity is a common element within this type of genre, and is constantly presented and this is again the case within this CD cover, the artist is again of black ethnicity. This CD cover however, does have a different mood in contrast to the other CD's. The Artist, here looks a lot younger than the other artists and this suggests the type of audience he is aiming his album for. 

Connotation: The secondary level of communication within this CD cover, could perhaps be the Artist who is presented on the cover. As he looks to be of a younger age in comparison to the other artists, the additional prop of the pencil. This suggests again possible a student themed cover- as it appears he is writing songs in the park.

Target audience:Through this CD cover , I feel as though the target audience is aimed at people who are of the same ethnicity this is due to the fact that only a black person is presented and no other people are presented with different ethnicities. 

Mode of address: The mood is created through long shot shot of the R&B artist, the direct eye contact suggests the seriousness of the song and the album. However the background in which is presented is possibly a park, which again  re-enforces the idea of young people hanging around in parks. 

Tag line/title/name: The name presented is 'Neyo' the other information that is provided is the title of the song 'So Sick', this is more information than the other artist R Kelly and suggests the main themes within his album. 

Representation: Through this CD cover we are presented with a character who is of a black ethnicity this could suggest the type of target audience the genre is aiming for again this is very similar to the other CD covers in which I researched. This again is common within the elements promoting R&B songs. The costume that the artist is wearing suggests the age of artist, and the audience he is aiming his album for.

Again, we don't really learn much about the Artist or character on the CD, but in contrast to R Kelly's CD cover we do get background information on one of his songs. The specific use of this Artist included within the CD cover is significant as the artist is popular within the genre and due to his well known image/ representation this gives a good presentation for the album. These ingredients are common within the genre as this is commonly presented throughout the CD covers that I have researched. It also expresses that the  genre is generally aimed at a specific target audiences, people who are of a black ethnicity.

Analysing a CD Cover: R Kelly

Image: The presentation of this CD cover, is of a mid shot of the main Artist but who is also a character within the music video. The background shows different shades of lighting within a greyscale (the use of black and white), which relates to modern style R&B music presents We don't really see much of the Artists clothing except for a coat and sunglasses however from the image tat is being presented we see a very modern look in which we associate people of black ethnicities to wear, the significance of the clothing connotes the genre and specifically connotes the type of image the genre has the 'cool' element and presents a rich type of lifestyle.

Copy: The font presented is relatively large, it is directly underneath the face of the Artist similarly to ushers and Chris Browns' CD. The title is significantly in the shade black; again dark tones are used, this connotes again, the idea of money, and also the rich lifestyle the R&B videos connote and additionally suggests the modern/ cool lifestyle these artists live. Additionally there is a crown placed directly above the letter 'R' which suggests the Artist to be of royalty within the genre but also suggests that his album is about being 'on top'. 

Genre: The use of black characters communicate the genre of R&B. The use of this ethnicity is a common element within this type of genre, and is constantly presented and this is again the case within this CD cover, the artist is again of black ethnicity. The use of dark tones reflects the genre also, as this again is repeatedly presented throughout the genre perhaps, reflecting the modernised lifestyle the genre wants to present but also the Artist. Overall when looking at this CD cover a fresh look is presented possibly connoting money and the rich lifestyle, or even the 'bling' representation the ethnicity has within society. Everything that seems to be presented is very modernised

Connotation: The secondary level of communication within this CD cover, could perhaps be the background as we don't see the full image that could possibly be presented, this could possibly make the artist more interested into finding out the full picture by listening to the album.

Target audience: Through this CD cover , I feel as though the target audience is aimed at people who are of the same ethnicity this is due to the fact that only a black person is presented. 

Mode of address: The mood is created through the mid shot of the R&B artist, the direct eye contact suggests the seriousness of the song and the album. However the background in which is presented, is mainly white, this could connote the purity of the songs within the album.

Tag line/title/name: The name presented is 'R Kelly' no other information is provided this suggests that you need to buy the album in order to find out more about the Artist and his songs.

Representation: Through this CD cover we are presented with a character who is of a black ethnicity this could suggest the type of target audience the genre is aiming for. This again is common within the elements promoting R&B songs. The costume that the artist is wearing suggests the costume is designer and this suggests perhaps the artist is of upper class, but of ghetto upper class (urbanised).

Again, we don't really learn much about the Artist or character on the CD . The specific use of this Artist included within the CD cover is significant as the artist is popular within the genre and due to his well known image/ representation I believe that this will sell his album alone . This mean that the audience the CD is aimed for an audience who will recognize the character. These ingredients are common within the genre as this is commonly presented throughout the CD covers that I have researched. It also expresses that the  genre is generally aimed at a specific target audiences, people who are of a black ethnicity or have a 'ghetto' lifestyle.

Analysing a CD Cover: Chris Brown

Image: The presentation of this CD cover, is of a mid shot of the main Artist but who is also a character within the music video. The background shows different shades of light, which relates to special effects within the music video for a specific song.The artists seems to be wearing a baggy jumper, this connotes the genre and specifically connotes the type of image the genre has the 'cool' element and presents a rich type of lifestyle.

Copy: The font presented is quite small, it is directly underneath the face of the Artist similarly to ushers CD however it is placed more to the right side of the artist. The title is significantly in the shade black; again dark tones are used, this connotes again, the idea of money, and also the rich lifestyle the R&B videos connote and additionally suggests the modern/ cool lifestyle these artists live. There is an effect taking place behind the artist, it looks to me moving lights that have been made to fade into the background, this represents a specific music video titled 'with you' and the subtitle on the cover re-enforces this.

Genre: The use of black characters communicate the genre of R&B. The use of this ethnicity is a common element within this type of genre, and is constantly presented. This is the case when Analysing this music video, again the artist presented is of a black ethnicity this is conventional to the R&B genre and is commonly presented. The use of dark tones reflects the genre also, as this again is repeatedly presented throughout the genre perhaps, reflecting the modernised lifestyle the genre wants to present. Overall when looking at this CD cover a fresh look is presented possibly connoting money and the rich lifestyle, or even the 'bling' representation the ethnicity has within society.

Connotation: The secondary level of communication within this CD cover, could perhaps be the title 'with you' located underneath the name of the artist, it is through this that we are able to address the song that is being presented behind the CD cover.

Target audience: Through this CD cover , I feel as though the target audience is aimed at people who are of the same ethnicity this is due to the fact that only a black person is presented. However, the song that is being directly addressed through the CD cover suggests a specific theme of 'love' this is relate-able to all kinds of audiences specifically young/ matured adults.

Mode of address: The mood is created through the mid shot of the R&B artist, the direct eye contact suggests the seriousness of the song. However the background in which is presented as an effect presents the theme of 'time passing' (this is through the different coloured lights) and this re-enforces the main theme of love as time passes when your having fun.

Tag line/title/name: The name presented is 'Chris brown' and the title of the song that is being presented is 'with you'. This directly tells the audience what song is being presented and who the artist is. This is a good way to directly tell the main target audience what song is in the CD.

Representation: Through this CD cover we are presented with a character who is of a black ethnicity this could suggest the type of target audience the genre is aiming for. This again is common within the elements promoting R&B songs. It is hard to define the type of class that is being presented as there is not much information in which gives of specific connotations. However the way the logo is presented on the baggy clothes that the artist is wearing suggests the costume is designer and this suggests perhaps they are of upper class, but of ghetto upper class (urbanised).

Again, we don't really learn much about the Artist or character on the CD cover except for what song is being presented. The specific use of this Artist included within the CD cover is significant as the artist is popular within the genre but also represents young adults . This mean that the audience the CD is aimed for will recognize the character on the cover and this suggests the type of target audience the artist is aiming his song for. These ingredients are common within the genre as this is commonly presented throughout the CD covers that I have researched. It also expresses that the  genre is generally aimed at a specific target audiences, people who are of a black ethnicity.

Analysing a CD Cover: Usher

Image: The presentation of this CD cover, is of a mid shot of the main Artist but also character within the music video. We can see in the background, another image of possibly a female character yet the main focus is on the male Artist. Both characters that are being presented are of black ethnicities, this reflects the R&B genre and is a common element that is used when presenting this type of genre. The background is of a dark shade, again from researching through the music videos I have noticed that this is common when referring to this type of genre I believe this type of colour connotes the modern aspect of there lifestyle.

Copy: The font presented is quite small, however is directly underneath the face of the Artist. The title is significantly in the shade of a gold tone, this connotes again, the idea of money, and also the rich lifestyle the R&B videos connote. There seems to be an effect surrounding the face of the Artist this gives the cover a fresh look, making the image 'crisp'.

Genre: The use of black characters communicate the genre of R&B the use of this ethnicity is a common element within this type of genre, and is constantly presented. The fact that the genre use these type of artists also however, suggests the background of where the genre originated from. The use of dark tones reflects the genre also, as this again is repeatedly presented throughout the genre perhaps, reflecting the modernised lifestyle the genre wants to present.
Connotation: The secondary level of communication within this CD cover, could perhaps be the image of the character presented, through his serious facial expressions I feel as though the genre is representing the 'cool' image.

Target audience: Through this CD cover alone, I feel as though the target audience is aimed at people who are of the same ethnicity this is due to the fact that only black people are presented. However, in contrast to this the songs within the CD, can be related to young adults possibly maturer adults as the songs presented express deep emotions in which this type of target audience could relate to.

Mode of address: The mood is created through the dark colours that is presented on the CD cover, the dark colours suggests a serious theme to the album, and this is re-enforced with the facial expression of the Artist who is representing the genre. The mid shot and the direct eye contact made by the artist presents a serious tone to the CD, this perhaps connotes that the CD contains serious lyrics within the songs that are presented.

Tag line/title/name: The name presented is 'USHER', this is only the Artists name, and for me personally does not create a massive effect. However due to the R&B artist being so popular and can see why only his name is presented. As usually a popular artist like this needs little promotion on there CD covers. This in effect could suggest that the album is personally about himself and his experiences.

Representation: Through this CD cover we are presented with characters who are of a black ethnicity this could suggest the type of target audience the genre is aiming for. Personally for me I feel that the class that is being presented could possibly be upper class as the dark tones suggest a fresh modern looking image and the additional prop of a gold chain around the Artist's chest suggests the theme of money and an expensive lifestyle.

We don't really learn much about the Artist or character on the CD cover, however this could create an enigma, as if you want to learn more by listening to the CD itself. The specific use of the Artist included within the CD cover is significant as the artist is popular within the genre. This mean that the audience the CD is aimed for will recognize the character on the cover. These ingredients are common within the genre as this is commonly presented throughout the CD covers that I have researched. It also expresses that the  genre is generally aimed at a specific target audiences, people who are of a black ethnicity who are young or even matured.

Analysing a Music Video: Nelly feat Kelly Roland Dilemma

Image: we are instantly presented with a setting which looks as though its a 'ghetto' part of America. This is idea is re-enforced with the type of characters that are used within this music video,  such as people again that are from a black ethnicity. At the very beginning of the video there are lots of cuts giving us an idea of the setting and the community. The video is slightly unusual to all the other videos that i have researched because the moving image is presenting a story, its as though is the beginning of a film or a TV series. As the artists song is not being played as we are first introduced to the story. The main characters are of black ethnicities this again is a common image for the type of genre the music video is. 

Editing: Throughout the whole video, there are constant cuts from the male character to the female character with the addition of the lyrics, the narrative is explained clearly. We then go into moving image where we see the lives of the two characters then the 'dilemma' is made clear. The constant cuts and the positioning if the camera ie (mid shot and close ups) we can see the expression of the characters clearly and again the story is made clearer. The song seems to be of a slow pace reflecting the Artists mood as he expresses deep emotion about his love for someone. However in contrast to the other videos, this music video is a duet with another female artist and she is again of black ethnicity. The clothing that they wear within the music video also reflects this, it looks as though its designer and is quite baggy, in comparison to well fitted clothes for example it looks as though the male characters are wearing basket ball tops; and the female characters are wearing tight skimpy clothing with high heels. This reflects there role with the video, to be beautifully presented.

Genre: This music video fits into the genre of R&B as similarly to the other music videos i have researched the main male character of the video is black.  This music video is slightly different to the other videos i have researched as the song is a duet with another female artist however there are  the same micro elements that convey the genre, such as the female being of black ethnicity and wears the clothing in which R&B is represented by. Again money is presented, specifically through  props within the video. For example the artist is in a mid shot/ two shot with another character where an expensive car is parked behind them. This shot suggests that the artists like to convey expensive luxuries to there target to audience perhaps to connote the 'cool' and 'expensive' lifestyle they live .

Connotation: The secondary level of communication within this music video is the lyrics. The lyrics describe a story, about how the characters are feeling, The focus within this music video is of two characters (male and female) of which express both there feelings within the song. 

Target audience:  For me I feel that this music video is aimed at young adults, the lyrics express emotions about love, but also there are both sexes singing and who are conveyed within the music video this suggests that all types audiences can relate to either character. Music again, is a major part of young adults' lives as they turn to music to express but also feel emotion. I feel that this song enables this type of audience to do so and experience what the artists is saying as both sides are presented.

Mode of address: The tone of the song is relatively positive, however there are elements within the music video which show the negative perspective within the song. The cuts within the music video give us a different perspective of what the artist is saying and also gives us the different viewpoints of both the characters as well, at the same time presenting the setting and what the atmosphere is like. The artists  directly talk to the screen (ie: his audience) this is through his direct eye contact as though he is talking to his audience personally but additionally they also look at one another keeping the narrative story going within the music video. Again throughout my research this is a common aspect within these music videos, however the different here, is that there are two R&B artists singing within one song.

Narrative: I don't feel there is elements of Propp's theory within this music video, However Strauss Binary opposites is conveyed, this is significantly through the two R&B artists that are presented who are male and female. Additionally I feel that Todorov's theory can be applied  within this music video as a story is being explained there seems to be a disrupted equilibrium between the male and the female character as they are seeing with other partners/ dates within the music video however towards the end there is a longs shot presenting the two characters holding one another directly singing towards the camera stating how much they 'love one another'.
Roland Barthes 5 different codes could be applied to this music video, The enigma code for example could be applied; as the audience is intrigued by the need to solve the problem within the music video (the fact that the two artists are not together in narrative)

Post modernism:  I believe there isn't any inter-textual reference to any other forms of media.

Representation: The main characters of the music video are of  black ethnicities , this represents the type of music that is being conveyed and where it originates from. Again the theme of love is conveyed but it is in a positive context as the artist states  but the moving image presented shows the negative side to it. The class that is being represented is possibly working class/upper class, as the lifestyle seem to be of a high standard this is through the expensive cars that are presented. However the community suggests they are of middle class/ working class as the children are playing out in the streets this does not seem to be the presentation of upper class.

The story of the music video seems to be a male character and a female character who have feelings for one another this is directly shown through the mid shots and close ups of his face, we start to understand the facial expressions and the emotions they are expressing through this song. With the moving image being shown with the lyrics. These specific elements attract target audiences as the song and music video portrays emotions between males and females in which every person goes though this means an audience member can relate to the song and the music video. The theme is powerful also as its about love, meaning everyone experiences what these characters are presenting.  

Analysing a Music Video: Neyo So sick

Image: we are instantly presented with a black male character again dressed in a fur coat (looks expensive) additionally the setting looks secluded and away from civilisation. This suggests they are on private land. We experience a slow cut to a female character who is presented as 'beautiful'. The cuts, are shown to be cutting back and fourth from the male actor to the setting to the female character. This underlines the basic narrative. The setting is covered in snow, this could be seen as significant as snow is white, and white connotes purity and naivety. This could mirror the male character profile.  We also get a view of a different city, in which there are lots of lights in contrast to the first setting we see, it seems to be more open. The fact that we see these two settings suggest there is a distance between the characters. The costume of the characters reflect the setting they are in such as the fur coat the male character is wearing. However the female character is wearing shorts and a short top at one point, this could be significant to how the female is being represented, as an object being presented 'beautifully'.

Editing: Throughout the whole video, there is a moving image of mountains surrounding the setting  with the moving image of the narrative in the middle. This creates an idea of what the setting is like but also tells the narrative of the music video at the same time. Grey scale is used within the frame, again I feel that this type of edit is occurring often within popular R&B songs. The cuts are slow, and this reflects the pace of the song. The song seems to be of a slow pace reflecting the Artists mood as he expresses deep emotion about his love for someone.

Genre: This music video fits into the genre of R&B as again the main male character of the video is black. This again is a re-occurring image that is presented in these types of music videos. Again similarly to the previous videos I have researched a grey scale is used within the frame suggesting that this colour is a norm for this type of genre. Again money is presented, specifically through costume, setting and props within the video. For example the artist is in a mid shot in a jacuzzi with a 'bling' necklace and a designer hat on. This shot suggests the type of money the artist has.

Connotation: The secondary level of communication within this music video is the lyrics. The lyrics describe a story, about how the character is feeling, if it wasn't for the lyrics I don't think as an audience we would understand the moving image on screen, as the focus is on the black male character where he reveals his love and we see him throughout the stages of his breakup. The main focus is on this character in particular with cuts to his ex lover. This suggests the song is about a breakup.

Target audience:  For me I feel that this music video is aimed at young adults, the lyrics express a negative emotion through a love song. Commonly music is a major part of young adults' lives as they turn to music to express but also feel emotion. I feel that this song enables this type of audience to do so and experience what the artist is saying.

Mode of address: The tone of the song is sad, and the slow pace of the song reflects this. The cuts within the music video give us a different perspective of what the artist is saying. The artist however does directly talk to the screen (ie: his audience) this is through his direct eye contact as though he is talking to his audience personally. Again throughout my research this is a common aspect within these music videos.

Narrative: I don't feel there is elements of Propp's theory within this music video or elements of Todorov's theory. As whatever the artist is singing about the problem is not resolved by the end of the video. This does not follow the conventions of Todorov's theory. Propp's theory suggests that every narrative has characters that have functions. This does not seem to be the case in this music video. Steve Archer's theory 'often, music videos will cut between a narrative and a performance of the song, sometimes the artist especially the singer will be part of the story, acting as narrator and participant at the same time'.  This relates to this music video as cuts are presented showing the different angles of the artist narrating and the story being told.

Post modernism:  I believe there isn't any inter-textual reference to any other forms of media.

Representation: The main character of the music video is of a black ethnicity, this represents the type of music that is being conveyed and where it originates from. Again the theme of love is conveyed but it is in a negative context as the artist states  he is ' so sick of love songs' but yet this is ironic as his song is a love song. The class that is being represented is possibly upper class, as the lifestyle seem to be of a high standard, where luxuries such as are jacuzzi in his house. In contrast to reality this is not the same for a ordinary person with an ordinary job.


The story of the music video seems to be a male character who has experienced a breakup, through the mid shots and close ups of his face, we start to understand his facial expressions and the emotions he is expressing through his song. These specific elements attract target audiences as the song and music video portrays real emotions in which every person goes though this means an audience member can relate to the song and the music video. The theme is so strong however within the song, that near enough anyone could relate to what he is saying in his lyrics

Analysing a Music Video: R Kelly Worlds Greatest

Image:  The very first shot of the music video is like the start of a scene (a narrative story) to what the song might be about. From the costume and from the way other performers are acting, we sense that the story is going to be about boxing or a fight. The costume, for perhaps the main character is  red shorts which stand out against the grey scale colouring effect on the moving image. This could connote aggression or even blood shed. Red is a dominant colour within the music video. We firstly can see a shot of the setting in which people are circling a boxing ring, we then have a low angle shot in which shows us the facial expression from the main character. This creates the effect as though he is about to do something meaningful for himself and for other people. Throughout the music video we cut to shots which present fire fighters, new families, people who have an effect on other peoples life. The idea of a boxing ring and the main lead dressing as a boxer, connotes a champion being on top and this is crucial for the idea of the song.

Editing: Throughout the music video, the colour of the moving image is of a grey scale, however the colour red is dominant, red symbolises many things, however in this situation I feel it symbolises passion, but the passion for life and success, The cuts are slow transitions in which give us freeze frames of other people and there lives. With the element of the lyrics in the background the effect it has is massive! As the lyrics are really motivating and have real emotion to how people think in reality.

Genre: The genre of this music video is defiantly R&B, firstly the male Artist is of black ethnicity the lyrics in which that are conveyed, are very inspirational and mean something, or convey deep emotion. A grey scale has been used throughout the recent music videos of Chris brown and Usher these are popular R&B Artists and it is beginning to draw attention to the fact that this colour suggests something about a deep emotion.

Connotation: The secondary level of communication within this music video is the moving image. The lyrics describe a story, about how the character is feeling, if it wasn't for the lyrics I don't think as an audience we would understand the narrative that is being described on screen. The focus is on the black male character where he states words of wisdom with freeze frames and shots of real people. This moving image presents the reality of what the artist is saying.

Target Audience: From this music video I feel that the target audience is aimed to people of all ages, even young children. As the lyrics are meaningful and express emotion in which involve reality but the positive aspects of it. The song gives motivation for people and enlightens us about other people and there image through there professions.

Mode of address:  The tone of the song is quite motivating and also gives a sense of pleasure to life. This is through the moving images and freeze frames that are conveyed of the general public and how we come together as communities to become the 'world's greatest' The audience is directly spoken to from the Artist singing the song. Throughout my research so far this is a common thing that is portrayed throughout these type of music videos. This could be due to the fact that they are celebrities and are iconic to people who listen to the type of music.

Narrative: There most definably is elements of Propp's theory within this music video as the element of a Hero is portrayed and also people with heroic qualities. Additionally there is also a sense of Todorov's theory within this music video as it seems to be an uplifting music video from where some people have been from a disrupted equilibrium and the lyrics and the gestures the main male character makes, its as though the equilibrium is being reinstated.

Post modernism:  I believe there isn't any inter-textual reference to any other forms of media.

Representation: Again the main character of the music video is of a black ethnicity, this represents the type of music that is being conveyed and where it originates from. Obviously the type of character in which we will need to use is a black male, in order to follow the conventions of a typical R&B song. The class that is being represented is working class mostly and this is significant as the song represents the hardship of life but overcoming that hardship in a sense. These elements communicates that the Artist is presenting motivating lyrics that of which convey deep emotions but overall become a positive aspect. Almost in which that the theme of hope is constantly portrayed and also when listening to this type of music its as though they are presenting the message as to 'never give up'.

The story of the music video seems to be a male character he is a boxer overcoming his fight for life to become 'the worlds greatest ' Through freeze frames in which that are conveyed we get to witness other people and a different perspective of there lives and there professions in which they make a difference to the world. These specific elements attract target audiences as the song and music video portrays real emotions in which every person goes though this means an audience member can relate to the song and the music video. However the positive elements create motivation for audiences to make a difference. 

Analysing a Music Video: Chris Brown With you

Image: Throughout the music video we see the character wearing casual clothing, jeans, t-shirt. The clothes seem to be baggy, and seem to be designer. Later on in the video we see him wearing a distinct T-shirt in which can be bought in the shop Selfridge's this connotes again money and wealth. The positioning of the camera is commonly  in a mid shot of the character. At one point within the music video we are tracking the main character as he dances down a road. This means that the audience will then focus on the character directly and listen to what he is saying and relating this to his dance moves. Cuts are used showing the different situations that the singer is singing about, the cuts portray different relationships and this relates to lyrics of the song. There is also a special effect that is added to present the effect of time going fast. The effect is lights passing the main character as he is placed in the middle of a road. The moving lights presents traffic moving fast, mirroring the pace of time.  

Editing: The pace of the song is again slow and the music video conveys this. As an audience, we really are let into the characters relationship as through his lyrics he is directly speaking to us and also we are presented with other characters relationships. The colour scheme within this music video in contrast to the Usher music video seems to be a lot brighter as the song is more positive. The frames that are presented within the music video really gives a sense of variety to what the artist is singing about. We see different settings of a city, in which I assume is to represent different people around the world. Also at some point within the music video near enough every character is presented through a special effect which makes them out as though they are being recorded (Its as though a photo album of love letters is coming together through all the different images of females and couples together within the music video). Cuts are used, but in contrast again to Usher's climax music video they are slow, this is to convey the calm atmosphere as we really feel a sense of emotion from the artist.

Genre: There are specific elements that are used within the music video that communicate the R&B genre. The singer is of a black ethnicity this is similar to Usher's climax song however within this music video there are characters who are of other ethicalness such as white people are presented. This could connote that the song applies to all types of people with different ethnicities. Within the song that is conveyed either words of wisdom are presented or deep emotional feelings are conveyed. Within this music video in particular the lyrics suggest a love story as the male character reveals his love for his other half hence the title 'with you' . Within R&B music videos, a lot of 'money' seems to be conveyed and this is from the fresh looking lifestyle that is conveyed with this music video, this is not particularly conveyed, with the exception of costume of the male character but, the setting seems to be a city, and his transport is on a public bus. This suggests that this R&B music focuses more on the lyrics rather than the 'bling' part of these particular music videos. The video is stripped down the the characters and there surroundings.

Connotation: The secondary level of communication within this music video is the lyrics. The lyrics describe a story, about how the character is feeling, if it wasn't for the lyrics I don't think as an audience we would understand the moving image on screen, as the focus is on the black male character where he reveals his love. This develops throughout the music video when he witness other characters relationships.

Target audience:  The song is perhaps aimed at Male and Females of all ages as the song mirrors adult relationships and situations however young adults could also relate to the song. The common theme within this music video is about 'love' and the relationships that reflect love. Female's may be most attracted to the song as it is from a males perspective. This is extremely significant as females try to relate the lyrics to themselves as though the Artist is talking to them.

Mode of Address: The audience is directly spoken to through the artist and this is presented through close ups and mid shots throughout the music video and additionally at some point the character even points towards the audience as though he is pointing at yourself.The mood and tone is created throughout the calm sound within the song, but also from the visual image that is presented. The story line will have an impact on the audience as it is a male character revealing how much he loves someone. This is a weakness for females as this shows the male character being caring and affectionate which goes against male stereotypes. 

Narrative: Within this music video Propp's theory does not apply as the music video does not have the typical character functions of a hero, princess or villain.  Todorov's theory however could possibly be applied to this music video as we sense a disruption within the song. We wonder why he is revealing his love, this could be seen as an attempt to fix the disruption we really see the characters facial expression when he witnesses other peoples relationships but at the end when he finally sits on a bench with his head in his hands a mysterious girl sits down next to him and gives him an affectionate hug this suggests  that the problem has been resolved and that the equilibrium in the relationship has been reinstated.

Post Modernism: I do not believe there is any inter-textual reference to anything within the media.
Representation: Within this music video the characters are of all types of ethnicity. This is not so common in the representation of R&B music as the genre itself represents African- American people. Additionally the representation of love relationships is conveyed. Male characters are conveyed as being affectionate, and loving. This goes against the conventions of a male stereotype.

The story of the music video seems to be a male character revealing his love for a female character (although this is not made clear until the end) An enigma is presented through the main character as he witnesses other peoples relationships and observes other peoples feelings. From his reactions that we get to witness first hand makes us want to watch further to understand the narrative more. These specific elements attract target audiences as the song and music video portrays real emotions in which every person goes though this means an audience member can relate to the song and the music video.   

Analysing a Music Video: Usher climax

Image: Throughout the music video we see the character wearing casual clothing, jeans, t-shirt and a leather jacket. They all distinctly seem to be of dark shades, maybe connoting the character to be mysterious and this is re-enforced when we see a gun (prop) in the frame also. The positioning of the camera is commonly  in a mid shot of the character and he is most of the time, in the centre of the frame. This means that the audience will then focus on the character directly. Cuts are used showing the different situations that the singer is singing about, the cuts portray an expensive car, where the male black singer sits in. We also feel the sense that the music video is portraying a flashback, as while the cuts show the male to be sitting in the car. From his facial expression and the cuts back and fourth we sense that he might be reminiscing on a past event in which is conveyed to be a bad memory.

Editing: The pace of the song is extremely slow however the music video, has fast cuts this enhances the change in the transitions, conveying the reality of the situation to be faster than what it seems in contrast to the song. The colour scheme within the music video seems to be of a grey scale or the colour that is being conveyed is of dark tones in specific frames this is perhaps more obviously conveyed when the two shot of the singer and a female character is presented. These colours suggests that the actions of the two characters are being negatively portrayed however, I also feel that the specific colours also reflect the setting that both the characters are in; as the dark colours could suggest the modernised society we live in. The effect these edits have creates a rather confusing atmosphere as the blurred dark framing  suggests that the actions are wrong and yet the camera shots seem to be shaky, suggesting an in-stableness within the situation.

Genre: There are specific elements that are used within the music video that communicate the R&B genre. The singer is of a black ethnicity, and this is commonly presented when R&B songs are presented to the public. Within the song that is conveyed either words of wisdom are presented or deep emotional feelings are conveyed. Within this music video in particular the lyrics suggest a desperation for the other female character. Additionally the setting that is presented is quite modernised and has a beautiful atmosphere perhaps representing modern communities within America. A car is also conveyed which seems to be expensive and is very 'posh'. Within R&B music videos, a lot of 'money' seems to be conveyed and this is from the fresh looking lifestyle that is conveyed.

Connotation: The secondary level of communication within this music video is the lyrics. The lyrics back up the visual elements on screen. However, they also suggest a whole different narrative story and is rather ambiguous and it is up to the audience which interpretation of the song they would like.

Target audience: From this music video the target audience is rather obvious, the song is perhaps aimed at Male and Females aged possibly 18+ as the song mirrors adult relationships and situations. However it is not unlikely that other audiences such as teenagers may listen to the song or be influenced by the song. Additionally within the music video all the characters are mixed race. This could also suggest the type of target audience the artist is looking for in particular.

Mode of Address: The audience is directly spoken to through the artist and this is presented through close ups and mid shots throughout the music video. The mood and tone is created throughout the atmospheric sounds within the song, but also from the visual image that is presented. The story line will have an impact on the audience as it is situations in which people can relate to.

Narrative: Within this music video Propp's theory does not apply as the music video does not have the typical character functions of a hero, princess or villain. However I feel as though archetypes are conveyed rather than these specific narrative functions. Todorov's theory however could possibly be applied to this music video as we sense a disruption and an attempt to fix the disruption when he returns to the setting in his car but when we reach the end of the song and the lyrics 'we've reached our climax' and the fact he drives away suggests the character has moved on and that the equilibrium has been reinstated.

Post Modernism: I do not believe there is any inter-textual reference to anything within the media.
Representation: Within this music video the characters are all of a black ethnicity. This is a common representation of R&B music and the genre itself is African- American. Elements however such as the shot of the gun within the sequence suggests typical stereotypes that are associated with black people that they are aggressive, violent and they cheat on there partners.

The story of the music video seems to be an affair that went wrong, in which someone was shot. A panic had occurred and the from the screen shots that are presented a car accident happens, possibly killing the female character. An enigma is presented through the main character as the flash backs, camera shots suggest an uncertainness about the situation. This then creates an intention for the audience to watch further to understand the narrative more. These specific elements attract target audiences by using specific characters of a certain ethnicity but also, real emotions are conveyed in which people can relate to.

R&B- As a Genre