Demi Lovato- Cool For Summer
Demi Lovato’s cool for the summer music video fits into the
pop music genre. The cinematography for the video consist of lots of close up
of facial features mainly focusing on the eyes and mouth, this has being done
to create a sexual effect in the video as the close up is accompanied by a slow
camera movement. She is always the main focus of the video as she is always
center frame no matter which clip it is. A range of camera movements and angles
have being used throughout this video, for example the long shot where the
camera tracks backwards as she walks forwards always keeping her in center
frame. There are very little shots of the location as the main focus of the
video is on her as the artist. There is a pan shot of the location but this is
only very brief. In this video there is a lot of hand held camera especially in
the club it makes it seem like you are holding the camera dancing along to the
music.
The mise en scene plays a very important part as it helps
the viewer understand what is happening throughout the video. The way that the
artist is dressed in provocative party clothing suggests that she is quite a
wild character herself and she loves to express herself through her clothing. She
is representing young women around her age going out to party’s and clubbing,
using clothing as a way to get male attention linking to Laura Mulvey's theory
of the male gaze, however she is doing this on purpose in order to express
herself in a certain manner towards her audience. The heavy makeup suggests that in order to be
beautiful you need to look a certain way to attract others. The main locations
of the music video are set in the car when they are driving along, inside the
club and in the back of an ally, this reinforces the wild character that she is
as she is going to places that normally you wouldn’t go to on an everyday basis
but she is helping the audience relate as her audience have grown up with her
they are around the same age in order to go clubbing therefore they can relate
to her as a persona. The car represents a journey, literally it is a journey to
where they are going eg the club but metaphorically it is a journey through
life being able to do what you want and enjoying yourself while you are young. The lighting throughout the video is very dark as the time of day is at night when the video is set. Artificial lighting has being used in order to light up the artist in some of the locations.
Editing within this music video is quite fast paste as the
song is quite fast. There is a lot of cutting throughout the video from one
shot to another. The blur to focus disorientates the viewer as they cannot make out what is
happening until it is fully in focus, this puts you into perspective of the
artist as if you are drinking things may become a bit blurred. Multiple different clips have being overlapped
this creates a very interesting video as you are trying to work out what is
going on throughout by overlapping the videos it makes the audience focus more
on what is happening. It also makes an interesting transition effect rather
than having a cut.
The sound throughout the video is non dietetic as it is just
the music clip which has been added in on top of the videos.
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