Representation
Lily Allen is represented as a typical star image, bold, tight clothes to show off her glamorous lifestyle, a confident and arrogant persona to show that she is a high figure in society, youthfulness, attitude and rebellion. This adds to her meta-narrative of being a bold, shameless and streetwise pop artist, making her attractive to her target audience which mainly consists of teenagers, especially girls. This helps to sell her product because she presents herself as an image to look up to, someone that people want to be. She can rely on subsidiary media to construct her image through advertising as her image becomes associated with particular brands and her name is exposed to a much wider audience, for example her song being played in the John Lewis Christmas advert in 2013. Every year this advert creates speculation all over the news, making this a very high profile position to sell her song.
Males, as a social group, are represented in a negative way. They are shown to be pathetic, as "geeks" who sit on the internet all day, complaining and putting others down. For example at the beginning we can hear the boy's mother calling him to dinner, a patronising action, connoting the sense that he is a "Mummy's boy". The pixelated and stretching effect on the boys show them as being part of the internet, inhuman, making them seem even less powerful. The term "badman" is used to show that they think they are clever and powerful but we as an audience are led to believe that they are the complete opposite, creating a sense of irony. Lily Allen represents all females in this video as being the dominant and cleverer gender, by looking down on the boys and sharing the knowledge with the audience that the boys are clueless. This is shown by the way she crouches down to one of them as if mocking him. This is an example of dominant values in our society being challenged as it is putting males in a weaker position than females. Lily Allen's motive for this is to reinforce her meta-narrative of being a feisty girl with attitude to her target audience.
You have clearly grasped the conceptual idea of females being conveyed as the dominant sex within this video. The representation of females being independent can easily be replicated throughout our music video with our group being an all girl group.
ReplyDeleteLily Allen uses irony to create comedy in loads of her videos so we could also do this by taking themes from our song such as 'night owls' and exaggerated that both metaphorically as people with an extensive party life in the evenings and night, and also literally with owl masks etc.
ReplyDeleteYour analysis is clearly a level four Emma Louise but you need to cite more examples from the video to back up comments. This comment will apply to everything you do at A2 so you should go back to your deconstructions and develop your comments. Well done though, well written and insightful. Charlie and Amelia - quality comments well done
ReplyDelete