1. Textual Analysis Chezza music video

2. The opening shot of chezzais in medium close up, with him then looking up into the camera this connotes his closeness to the audience and his still growing fame. Our main source of coherent marketing is the sunglasses, we deliberately didn’t make him wear them for the opening scene so that he doesn’t look distant from the audience and invites them to get to know him as a person as well as an artist. We used two different locations to film Adam falling to the floor, the first location the ambient lighting was bright which created a dream like effect I then colour corrected it so it appeared darker, the fade connotes a change into reality. This foreshadows what is going to happen later in the video as it is seems to reminisce what has happened. We used hand held camera to film the car to connote unease and confusion for the audience. The stop motion of Chezza’s name portrays an unconventional display of the lyrics, this draws the attention of the audience and creates a link with Chezza at the beginning of the video.

3. We wanted to create a clear change from the narrative to Chezza’s singing, so we started and ended each part of the scene with a close up of Adam’s eyes, as the story developed his eyes would open leading the story to continue. The sliding film reel, connotes a star like quality for the people in the photos, but also it gives clear connotations of memories. Again the use of black and white give connotation of aging, so we de-saturated the clip that were memories so it was clear to the audience what the narrative was. The lighting we used when filming James Cherry made him clearly stand out so changing the green screen background was a lot easier, the background give connotation of Chezza being a star and not in our world.

4. The action match cuts used when the couple are jumping over the posts connotes their unity then but separation now, the fade at the end connotes the changing back into reality and the fate Adam is left with. The point of view shots connote that Adam is still alive but the expression on Georgia’s face shows that he in not well and shows the problems in their relationship. The bus stop shot again is meant to connote the separation of the couple as it pans right to Adam with a n obvious gap between them this confirm the stereotype that boys will chase girls and not give up even when they are parted. The overlapping of the shots in the water, connotes the lost sensation their relationship has gained and the overlapping of emotions.

5. The reversing of the shots that are later to come in the music video, intregetsthe audience as to why it is happening. Reversing also gives negative connotations to why it is being rewound as stereotypically it means something bad is going to happen. The point of view shots from the car connotes unease and anticipation of what is going to happen. The freeze frame as the car is about to hit Adam connotes the unknown and tension to what is going to happen later. The slow motion of the woman getting out of the car emphasises the damage done and the fear in her face, the fact it is a woman driver confirms the stereotype that they are bad drivers.