Music Video Analysis(Research)

The following analysis is for the Cheryl Cole music video for "Fight For This Love". Cheryl Cole is a UK female pop artist who is well known around  the world because she is also apart of one of the UK`s award wining girl bands called "Girls Aloud". This song was the first track of her debut album called "3words".

The link to "Fight for this love" video:

http://www.youtube.com/watch?v=XMiy_UsrPDs

Genre

I believe that the video is not a typical female pop artist video. I feel that the whole video has a more urban look to it, due to the fact of the costume Cheryl is wearing and also because of the animated mise en scene. I believe that the only reason that you really know that the song is a pop song is because she has choreographed dancers in the back. This would be unusual for other geners such as rap songs because they might have dancers in the background but they are not choreographed and are usually woman dressed more prerogative. However i believe that the costume is linked to the lyrics of the song because Cheryl is dressed in a fashionable army jacket and boots. This is a play on the lyrics and another connection because of the words "Fight for this Love". This is a connection because in the army the fight for there country which they love and want to protect.

Narrative

I believe that the narrative in this video is very clear and follows a clear pattern of "verse-chorus-verse- chorus". I believe that Cheryl is narrates and participate in the video. She shows the audience what she is going to do and that she will not give up. However i don't believe this video has a Strong narrative like other videos do having visual content in the video which is followed by the lyrics like a story.

Representation

I believe that in this video Cheryl is being represented as an independent woman by the way she is dressed and her movement throughout the whole video. It makes me feel that she is a powerful woman and never gives up in what she believes in. This whole representation reminded me of American urban/pop/r&b group "Destiny's Child" in there video "Survivor". This whole of woman doing everything for themselves and there morals on self believing.

Media Language

On the whole i believe that the media language throughout this video is extremely good & is of a high standard. For example the video is edited very well, all of the shots are connected well and you can rarely see the editing because it happens so fast. Another good feature of this video is that the video itself is edited to the soundtrack(beat).This means that each time a different shot appears it changes at the same time of the beat and not at a random order. This technique affects the video overall because it makes it look like a more high standard video and it allows the audience to follow the video with them being confused.This is also makes the whole mood of the video much more fast paste and up beat tempo. Also throughout the video there is animation used. The use of the animation gives the video more colour and its own special look. Because i believe without the animation element within the video, it would not be a good music video because it would look to bland. Also there would not be anything linking the song to its lyrics accept for the costume.  I believe throughout the video the use of lighting is very bright, accept for when they are just trying to focus on Cheryl's face then the back ground is a bit darker and there is more light focused on her face.