This music video is an excellent example of a good promotional video as it effectively targets it's audience and draws them in. One Direction is an extremely popular boyfriend, even though they have yet to release their single. However, this is their first video to 'What Makes You Beautiful' and it is pretty evident who their target audience is. They're all five, young good looking boys who have teenage girls swooning over them and I think that this video delivers for their audience.
Their first shot is an extreme long shot, using a beach as the location. The representation of the beach is to emphasis the fun of the music video, as their pop tune is upbeat and would be stereotyped as a 'summer song.' The second shot is similar, and is a high angle shot of a different part of the beach, showing how relaxing and peaceful the beach is. I think the reason as to why the music video doesn't show the boyband in the first few shots is because I think that they want to build the anticipation of seeing the boys, but use a variety of shots of the beach to avoid viewer fatigue.
The third shot is a close up of a hand tapping to the beach along to the beat of the song, and has an overlapping shot of another part of the beach. I find it interesting that the first remote shot of any of the members is of a hand, and uses low key lighting so nothing in the shot is prominent. However I think that this may be used to still keep their audience intrigued. Eventually we're shown a long shot of the boys, strolling down the beach and singing to the camera. They're constantly keeping eye contact with the camera, as if they're singing directly to their audience and appear happy and relaxed. One thing that I do think that they've done very well with their video and especially this shot is that nothing seems forced as their is no cheesy chorography or serious faces, they just seem to be having fun.
The next shot is of two members driving a car, and is a point of view shot. During this shot they're shown messing around and having fun, making them more relatable to their audience, as they seem like every other teenage boys; like I mentioned before, this shot doesn't seem staged and therefore promotes their music video and their single even better. One of the few close ups that were used were of the facial expressions of the boys as they sang into the camera, and uses high key lighting to emphasis the boys being the main attention. Once again the main use of the close ups and singing directly into the camera is to attract their target audience, which I think they have done successfully.
Shots 7, 8 and 12 are again long shots of the boys having fun on the beach. By confining them to such a isolated location it makes it clear that these boys are forced upon the audience to be the main focus in every single shot used, as the positioning of the main subject within the frame is key. They're all wearing fashionable clothes and look trendy, making them even more appealing to their audience.
Within the last minute or so of their music video, they use girls to avoid viewer fatigue. The ninth shot is a close up of a very pretty girl smiling, and I think that the selection of costumes and the way they presented these girls were on point. Meretricious girls were avoided as like I said beforehand I think that in this video they're trying to relate to their audience as much as possible, instead of influencing young girls to wear lots of make up and skimpy clothes they've chosen this girl to look natural and happy. The same girl is used in shot nine, and is a mid shot of her and one of the members. The member in this shot is called Harry Styles, and is known for being the most popular member of the boyband. They have cleverly selected him to have an intimate scene with this girl because they are aware that he is the most desirable, and therefore by using him this would cause a lot of publicity within the media/internet circulation.
Shot ten is probably my favourite from their music video. I don't think that it necessarily represents anything in particular or has any metaphorical meaning, but I think visually it is just a fantastic shot. I really like the idea of overlapping different shots, or fading others to make one stand out over the other. Another thing that I like about this shot is the contrast of the high key/ low key lighting that is used, as it adds a different dimension to the shot.
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The next shot is of two members driving a car, and is a point of view shot. During this shot they're shown messing around and having fun, making them more relatable to their audience, as they seem like every other teenage boys; like I mentioned before, this shot doesn't seem staged and therefore promotes their music video and their single even better. One of the few close ups that were used were of the facial expressions of the boys as they sang into the camera, and uses high key lighting to emphasis the boys being the main attention. Once again the main use of the close ups and singing directly into the camera is to attract their target audience, which I think they have done successfully.
Shots 7, 8 and 12 are again long shots of the boys having fun on the beach. By confining them to such a isolated location it makes it clear that these boys are forced upon the audience to be the main focus in every single shot used, as the positioning of the main subject within the frame is key. They're all wearing fashionable clothes and look trendy, making them even more appealing to their audience.
Within the last minute or so of their music video, they use girls to avoid viewer fatigue. The ninth shot is a close up of a very pretty girl smiling, and I think that the selection of costumes and the way they presented these girls were on point. Meretricious girls were avoided as like I said beforehand I think that in this video they're trying to relate to their audience as much as possible, instead of influencing young girls to wear lots of make up and skimpy clothes they've chosen this girl to look natural and happy. The same girl is used in shot nine, and is a mid shot of her and one of the members. The member in this shot is called Harry Styles, and is known for being the most popular member of the boyband. They have cleverly selected him to have an intimate scene with this girl because they are aware that he is the most desirable, and therefore by using him this would cause a lot of publicity within the media/internet circulation.
Shot ten is probably my favourite from their music video. I don't think that it necessarily represents anything in particular or has any metaphorical meaning, but I think visually it is just a fantastic shot. I really like the idea of overlapping different shots, or fading others to make one stand out over the other. Another thing that I like about this shot is the contrast of the high key/ low key lighting that is used, as it adds a different dimension to the shot.
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