The first AO of the Unit requires you to analysis TWO music videos in terms of FORMAT, CONTENT, INTENTIONS and TARGET AUDIENCE.
The marks scheme states the following:
"Candidates must make a detailed description of format, content, conventions and target audience giving clear examples from the professional videos. The intentions are explained with reference to a closely defined target audience."
Use the grid provided AS A GUIDE when writing your response in the middle column and cut and pasting a supporting screenshot from the video in the end column. Do the analysis directly onto your blog - this grid causes a few formatting problems.
Here is some help with the sections - some are taken straight from Goodwin, others are new ways of looking at the video.
Intentions - explain what you believe are the intentions of the artist and director. It could be as simple as 'to promote the single' but think about how the video may shape the idea of the artist for the viewer - does it build on their star persona?
Representations of the artist - how is the singer/band portrayed? How they lit, what are they doing, what is their performance like, what clothes are they wearing, are they happy/sad/moody/energetic/soulful/scary?
Typical of the Genre - identify the genre of the music - be as specific as you can. Is this video typical of that genre in terms of performance, imagery, mise-en-scene, narrative and representations. Back up each point with reference to the video and other videos from the genre.
Who is the target audience - obviously fans of this artist and genre, but can you expand on this? What does this audience expect? What else are they into (alternative culture, mainstream).
Why would this appeal to the target audience - which aspects of the video do you believe the target audience would enjoy - the performance, imagery, narrative etc