The explicit and unashamed promotion of the artist’s “image” (aesthetic/generic/ideological) as a specific product with a brand identity, ready for mass consumption
The featuring of the artist (almost without exception)
A wide and extensive use of shot types, camera angles and movement
Repetition of reoccuring thematic elements and generically specific iconography (one key element often being dominant and providing the skeletal structure for the promo)
A possible narrative structure
A possible performance element
The flexibility to disregard Realism
Shots cut tightly to the beat of the track
Use of special effects (lighting, annimation, CGIs, in-camera effects)
A carefully constructed Mise en Scene appropriate to the content and tone of the track
High impact instantly
Looking whether the maker of the video had subverted these conventions or not meant that we could start thinking about our own video. We also looked into Barthes theory of plasir, the way you give the audience pleasure through what they expect in a genre, also jouissance, which is the unexplected and the different. If we imitated these conventions then we would be giving the audience pleasure in what is expected which is called plaisir. Or we could subvert them which would give jouissance which is the pleasure in the unexpected. We wanted to subvert some of them because this will make her seem edgy and interesting but if we inverted to many we would find that it would just look messy and will not be aesthetically pleasing, and we might even lose the interest of the audience if to much is different.
The message of the song that we were trying to convay was the idea of a hidden secret and that guilt was possessing her but not matter how hard she tries to suppress it it will never go. Listening to the lyrics of the song it seems quite dark and mysterious however the style of the song was quite light hearted and exciting so we wanted to keep it in that style. The image of the band was at first very innocent and pretty but we had put hidden meanings thought. The bird cage for example is an extended metaphor for her physic. It implies that she is trapped by her own guilt. Her image is very illusive and suggest struggling. the way we told her to act meant that you could see her split personality which made implies that there is a facade. She seems all innocent but then all of a sudden becomes aggressive and eruptive and then back into innocent.
In terms of Negus's key conventions we imitated cutting to the beat, but not all the time, disregard of realisum but we subverted high impact and a clear narrative.
This shot below says a lot about the singer and her image. At first is seems very innocent and peaceful. This is implied with the circle that is around her which makes people feel at peace and calm but we then the use tracking means that the shot ends up turning around. You zoom into her legs. This suggests sex and her innocence is taken away. It also goes on for too long and doesn't with the beat. This was done on purpose because it will give the audience jouissance and because it is an unusually shot to begin with it draws in the audience.
This shot of the hands running down the bars. I put this in because I thought that it was quite suggestive in the same way that the shot of the legs were. It suggests a lack of innocence however because the other shots in there are innocent you could also not see it in a sexy suggestive way at all. we did keep to the rules of thirds because it is more pleasing to the eyes. Putting the hand on the left of the screen suggests that she is good which also contradicts the idea of it being suggestive. This also means that it was pleasing to the eye a gave the audience plaisir. It also subverts the mager convention of excpecting high impact and realisum from a pop star in Negus's terms. 
The third shot that I chose was this one of the last shot. For this we put the bar on the left hand side which kept to the rules of thirds and but her face is in the middle and that is the main point of focus. This meant that I converted them and they gave the audience jouissance. We cut this shot to the beat and faded it out as the music faded out which made it very pleasing to the eye. Her facial expression is seductive but the environment that she is in is very innocent this could suggest that she is in a world which she doesn't fit in. Also it makes it quite dream like which imitates one of Negus conventions of ability to bend reality. This shots also explores the ethereal and mysterios mature of our singer .
This shot I think added something different to the video. I think the the curve of the guitar I thought about calm peaceful and tranquility. It is also the contrasting that go across also gives the impression of tranquility. None of these shots of the guitars were put in the fast aggressive part because it did not go with the multiply personality theme. the film teorist Ricjard Maltby argues that colours and shapes are vital in convaying the atmosphere, feel and underlying message of any film piece. Khuleshov argues that 70% of the meaning of any film comes through the visual. By using shapes and colours that are easy on the eye, confortable and not threterning we continue to put over the soft feel of our singer and her brand. Many other pop videos do the same. For instance Eminem in his pop video in his video using sharpe diangoal shapes that are crushing on him to show how the world is hostile. www.eminem .com 
For the digi pack I wanted the image for the band to be quite indie and arty. I really liked the work of Laura Marling and I tried to think of that when I was doing these two pages. Because the face is not on the front then I thought that there need to be at least two pictures on the inside so that they can really know what she looks like. Inside I put a picture of music but instead of notes there is birds sitting on the lines. I combined the last shot which is our strongest shot and the one of the guitar and but them over each other I think this made quite an impact because together the colours contrasted each other. 
The promotion magazine poster is a really impotant part for the image. Tour is how an artist makestheir monet because these days music on the internet goes really cheap. the poster has to look exciting and convay her image so that people will want to but tickets and go. We made it so it will apeal to people who read NME magazine which is about 16 - 24 age group. We but the same image as the album cover to keep the image consistant and so they will recognise them. We then also put a picture of her with a mick. This is good because you dont see her face and so is breacking the rules and making a little more exciting and mysterios and will draw people in. We then put the tour dates and the number to find to buy them. 
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