Codes and Conventions (further examples)

TITLES
Titles are used in a variety of genres. They aren't commonly used but a number of videos do have them. They are often used to make the videos come across more cinematic. 'Nero - Reaching Out' titles are used at the beginning, used to create a sense of realism of convincing production values. Intertextual reference to television programme (televisual intertextuality) here it is referencing Miami Vice. Dj Fresh Earthquake titles are shown at the beginning and the end of the video. The font of the titles help emphasise the genre.

STAR TREATMENT
Focuses on the lead singer, especially in Bastille. Only member of the band to be shown in Pompeii is the lead singer. The lead singer of the 1975 is also the only band member shown in the video. There is much more scope to include discontinuity techniques such as a non linear narrative, or cutting to something surprising or breaking the 180 degrees rule. 'Arctic Monkeys - Why'd you only call me when you're high?' most famous Arctic Monkey so would the best to be recognised in the video.

EFFECTS AND TRANSITIONS
The White Stripes Seven Nations Army uses a lot of effects and the whole video is one continuous shot but these effects make it look like transitions and still make the video able to be viewed multiple times. It is referencing 1960s and is very psychedelic. There style of music would be classed as garage rock which is also referencing the 1960.

LOCATIONS
Bastille song shot in lithuania. This helps keep the video interesting as it is an unfamiliar and an eerie setting. The beach paradise in Avicci helps us relate to the character. 'Blue - One Love' use grimy, urban background. They do this to brand their band. The outfits they are wearing also anchor them being more 'street wise' and wanting the audience to give them credibility because of this. By doing this they are also trying to change their primary audience from just a teen audience.

CROSS PROMOTION: where you promote the video and something else as well e.g. a film.
PRODUCT PLACEMENT: paid money to feature a product.
TIE-IN: e.g. a company may feature a campaign involving another company. Companies like McDonalds often do this.

CONCEPT VIDEOS
No strong link between the lyrics and music. This often happens in dance music as there may be no lyrics, or very few lyrics which may be repeated multiple times.

CAMERA MOVEMENT
'Deep Sea Arcade - Granite City' The use of shaky camera movement is to give the video more realism. This is done intentionally. 'Coldplay-Paradise' also does this.

DIRECT GAZE (MODE OF ADRESS)
Blue look right into the camera lens to the audience connect to the band member who is lip syncing.

DIGETIC INTRODUCTION
When the actual track doesn't start straight away in the music video. For example Arctic Monkeys. This also has a interruption during the video of digetic sound.

AUDIENCE
having the audience in the video anchors the age of the audience they want to watch the video.
Ellie Goulding Burn the audience are early 20s, which are the target audience for this video. Music videos may also the secondary target audience in the video.

LIP SYNCHING
David Guetta - Titanium doesn't have any lip syncing in it. Lead singer lip syncing a long with an ongoing narrative.

MALE GAZE
male gaze is applied in Ellie Goulding, Burn. By having girls bodies shown in the video you are attracting a more male audience.