Textual Analysis: Still from a Music Video

I will be taking a still shot from One Direction's music video 'Live While We're Young' to analyse in order to show how the appearance of a shot from a particular video can impact its appeal to the target audience and represent/promote the artist or band.

One Direction- Live While We're Young

One direction are obviously extremely popular with young teenage girls who are their target audience and it seems that their record label, Syco have used this to their advantage when filming the boy bands most recent music video for Live While We're Young. Just in this single shot, we see all 5 band members doing a dance which is very light hearted and humorous. It represents them as acting youthful and fun. The triviality is also presented in the title of the song, because the video directly links to it as they are simply having fun, being young. The fact that the genre of the song is mainstream pop links to the message they are portraying to the target audience.The medium-long shot enables the audience to see the artists as the central focus, but also the extras in the background who are joining in with the dance routine. They all look like they're having a good time through their facial expressions. This shows how One Direction are happy to interact with fans for instance. The shot is also high angled soit shows that the band are the main stars of the video. This however also gives the opportunity to show off their wardrobe, which is fairly casual, typical to boy band styles. The fact that some members of the band and the extras are wearing shorts indicated that it is the summer season, adding to the effect of a party style. The lighting shows that it's night time, giving it a party-like atmosphere. There are coloured lights reflecting off the trees which again just gives the shot more of a sense of fun and youthfulness.