Goodwin's Theory

Andrew Goodwin came up with seven codes and conventions that usually appear in every music video.

They are as follows;

1. The music video demonstrates genre characteristics, such as a rock genre having a live performance, pop music having a dance routine, etc etc.

ACDC Back in Black rock performance.

2. There is a relationship between the lyrics and the visuals. For example, Louden Swain singing about Eskimos, dressed as Eskimos.

3. There is a relationship between the music and the visuals. For example, with Bruno Mars 'Just the way you are' the flicking of the drum on screen is in time with the beat of the music.

4. Usually through demands of the record company, close ups of the artist are required through the video.

5. The artist or video's may develop motifs or iconography that recur across their work. For example, Michael Jackson always dancing in his videos.

6. Frequent reference to the notion of 'looking' (screens within screens, filming, cameras) and particularly voyeuristic (pleasure through looking) treatment of the female body.

7. Often intertextual references from film, television and popular culture.

In Lana Del Rey's video, she uses clips from the film Great Gatsby