Analysis of Example-KickStarts (research)

NARRATIVE

This has a clear linear structure where the video appears to be in sequential order. There are elements of normality where the video displays images of different people in splitscreen leading to multiple splitscreens. This could connote that they may be in the same position as the narrator himself. The video repetitively shows the edit of splitscreens on numerous occasions visually denoting the emotions of the characters. At the end of the video, the screen is split into 3, where in each layer, it reveals another person's body part. Random objects like records for the head and springs for the legs are used in this feature to show a sense of humour and outlandish imagery. The central artist's position in the narrative is as both a participant and narrator. He plays in the video as himself showing the audience how he feels with his girlfriend as well as singing the verse and chorus. The video is very illustrative as the lyrics are clearly denoted allowing the audience to visualise themselves in the same situation. For example, '...might be holding your hand, but I'm holding it loose...' This is denoted with a splitscreen showing the narrator singing the lyrics on the right hand side whilst the action is shown in a close-up shot on the left hand side. The chorus is shown in the same location throughout the video in a room of the house. 

GENRE

From this video, you can grasp that the genre is Pop. It is set in both internal and external locations. The internal location depicts is shown in a room inside a house and some sort of studio. The external location depicts of a garden. This is reminiscent of what I've seen in other pop videos because the location is set in a 'life-like' allowing the audience to picture themselves in the same position with both location and lyrics. The clothing used in pop videos are an important issue as on digipaks, it can easily allow the audience to establish the artist. 

In this video, the narrator is dressed in regular, ordinary clothing with a white, bold printed T-shirt, jeans, blue and white 'baseball-like' jacket. This makes the video more realistic as the topic discussed often occurs on a day-to-day basis. His style of clothing is related to the genre as he is seen to be relaxed and comfortable. His t-shirt is quite bright and colourful linking to the genre where a range of colours are displayed in the video. The video is set in daylight which complements the idea of the video being realistic in today's society.

MEDIA LANGUAGE

The video is fast-paced as the cuts are in time of the beat of the music. The toe-tapping at the beginning of the video influences this added with the use of multiple splitscreens amplifies this to a large level. I think the way that they used the randomness of using items as body parts is effective because it creates a sense of escape creating a happy atmosphere in comparison to the unhappiness which the narrator 'appears' to be in. The fast paced editing and images of people dancing in the chorus allows the video to be visually exciting. This video can be aimed at people aged 15 and above due to the relationship issue discussed which is relevant to this audience. This video is animated providing room for lots of movement giving the audience something interesting to watch as well as the catchy beat.