One Direction - What Makes You Beautiful
According to Goodwin,
by the demands of the record company, ( Simco Limited
under exclusive license to Sony Music Entertainment UK Limited) close ups of
the artists are required in the video. In this one, you see each member with a
close up at least once in the video, the ones the sing the most getting the
most screen time.
Although not quite as
blatant as other music videos, there is still the objectification of women’s
bodies, shown here, during one of the many fade out transitions throughout the
entire video, is a woman displaying much more skin in comparison to the boys in
the video and shot in a ‘Baywatch’ style with her moving along the beach which
is also a very subtle intertextual reference . Another example is the shot on
the right, the high angled camera not only has connotations of weakness but is
also predominantly focused on these girls legs.
As with almost all
pop boy band videos, a shot of the group walking towards the camera is
required. One Direction are not an exception to this rule, and the usual
slightly awkward and very repetitive dance routine also makes an appearance.
With this video,
there are clear links between the lyrics of the video and what is happening on
screen. One of the most obvious and predictable occurrences is when the lyric
‘flip your hair’ is played, there is indeed a girl flipping her hair in between
another fade out.
Out of the seven
codes and conventions of music videos, this one fits with at least five:
-Genre Characteristics
-Lyric and visual
relationship
-Voyeuristic treatment
of women
-Intertextual
references
-Close Up of Artists
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