Riptide Music Video Analysis (NF)

• Gender representation = Women - violence, sexualised, victim, dehumanised, aspects of power 
• Genre: Retro, indie, alternative guitar

GENRE & AUDIENCE .

The music video belongs in the indie/alternative genre, which just means that Vance Joy's "Riptide" was produced independently from a commercial record label. The alternative genre of music is music produced which didn't fall into the mainstream categories, but rather fall through the punk-rock areas. 

Vance Joy's "Riptide" falls into the indie-pop and indie-folk genre due to the guitar chords playing in the background. The music video fits into the alternative genre due to Andrew Goodwin's Music Video Theory; Goodwin's theory states that music videos promote a song by analysing the lyrics and portraying an action that the lyrics had included. 

NARRATIVE & ICONOGRAPHY .

The music video does not have a story, but rather images and scenes that match what the lyrics are saying. This falls into Andrew Goodwin's Music Video Theory, where the music video analyses the lyrics and shows what the lyrics say, literally or metaphorically. For example, when the lyrics say, "Oh, all my friends are turning green" the music video shows a scene of money. Although the lyrics mean that his friend are turning green with envy, the money shown represents the "green" which doesn't correlate with the right meaning.

REPRESENTATION .

Gender is represented in a way that women look much less powerful, and this can be shown at the start of the music video where a woman is being filmed without knowing, and she is undressing at the beach. Due to her absence of knowing that she is being filmed, this assumes that men could be filming her and she is being sexualised. There is another scene that appears multiple times which includes a woman singing at a microphone. This scene appears 4 times, and each scene changes which gives an effect of less power

Tide Print Advert Analysis

 

Layout and Design

The layout of the advertisement includes 3 images, and all of them include an image of a woman. This can be the first source of information that can indicate who the target audience are. The images also show what the women are doing; for example, the main image shows a woman holding a tide box, and the other images show the woman cleaning and hanging up clothes. Therefore, the advert is a stereotypical advertisement targeted at women. 

Lighting & Colour

The main colours used in this advert are white and red, with a few hints of blue. Their outfits look very old-fashioned but the overall colour scheme of the advertisement seems warm and bright. This can indicate that the washing-up product brings joy, and the target audience would love the product. 

Images

There are three images on the advert, and each of the images consists of a woman. The main image portrays a woman holding the box of the washing-up product, in a way that makes it look as if she adores the box with hearts above the image. The other two are stereotypical images that portray a woman cleaning clothes and hanging up clothes. 

Language

The language used on this advert can clearly show who the target audience is supposed to be. On the masthead of the advert, it says, "Tide's got what women want!" which strengthens the point. On top of the masthead, there is a slogan which says, "No wonder you women buy more TIDE than any other washday product!" which further provides evidence for who the target audience is. The word "you" used in the slogan can also indicate that the advert is overpowering women due to having no reason to include that word.

In all text included on the magazine, the word "Tide" is made larger than the rest of the text, and it is in red which makes the word stand out. This is done to further advertise the product, and to let the reader know that the advert is about their product, and about how much better it is than any other product. The bragging effect of the advert appears in multiple areas of the advert, and this is almost just to fill in the white spaces to show their superiority over all the other wash products that exist.

Rule of Third

The advertisement consists of the Rule of Third, which sets out the advertisement into different "sections" to make the viewer read the advertisement in a manner where all the significant points and images are read first. An imaginary 3x3 grid can be placed on the advertisement, and the most important aspects of the advert would be placed on cross-sections and inside the large spaces.