Intertextuality

Intertextuality is the shaping of texts' meanings by other texts. It can refer to an artists borrowing and transformation of a previous text or to a audiences referencing of one text in viewing another. Intertextuality is used alot in music videos and used very cleverly to produce another unique music video.

Analysing CD Covers

Sex Appeal is used very much on this CD cover as a selling point. The title of the album is 'Sexed Up' which is also the number one track on the album. The font of the album cover and artists name are both the same but the album name is in a larger font size than the artists name. This will grab the audiences eye before anything else especially because the font is white, on a black background so it stands out. The image first seen on the cover is a female who is posed in a 'sexy' way dressed in stereotypical clothes, using her body as a sex image. However as you look into the image more you can also see a close up of Robbie Williams face, this shows he is still using his own image as well as sex appeal to sell his album. There is quite alot of white space on this album cover so therefore it comes across as a simplistic idea with the one image and white space, however where there is an image the editing and effects are very complex as the two images are over lapped.
The colours used on this album are black, white and neutral colours this connotes the idea of life being just 'normal' life, and living naturally, however the costume of the female on the cover contradicts this message therefore representing the way different genders reveal themselves in society and how genders should behave or react.

The rope used signifies a pole, as the female is shown as a 'striper' type character and the rope is her 'prop' to define the nature of her costume.

This album cover has brown, grey and black for its three house colours. There is alot of white space on the cover and the image used is a very basic yet effective image. The image used is an old fashioned type of image showing a male character carrying a brief case and guitar through a rainy field. The guitar in the picture connotes the musical theme of the product, the image also gives the audience a feel of lonliness and perhaps insecurity. The band/artists name is in the top right in a larger font than the name of the album. The writing is dark on a lighter background therefore standing out and waiting to catch the audiences eye. The album name is their number one song. The album cover is very simple, this is good because the title attracts the audiences eye but because its not too busy so the audience are not too over whelmed, which is a more inviting feeling and therefore could sell quite easily.

Niche

Creating a niche is creating something new that the band/artisit can offer the audience. This can be used as a unique selling point for the audience and ensure individuality. Having a niche can also be known as brand identity. A good example of having a niche is a artisit such as Lady Gaga, the outfits she wears and her image is used as her niche. She wears very unigue clothes that no other artist does, and this is now what she is nationally and globally known for. However she always brings something new to every video she makes, this keeps the audience interested and wanting to watch her videos. The unpredictable clothes are a very clever way of raising her popularity because it keeps the eye of the audience busy and therefore has won the attention of her audience. This is why her niche works so well for her and the sales of her music.

Analysing Websites

Star image motifs

The record label which represents the artist create a unique selling point for the artists music. This can be done by using the artists own image to sell the music. Artists who do this are artists such as Lady GaGa, Robbie Williams, Rhianna, Fergie, Amy Winehouse, Britney Spears, Black Eyed Peas and Madonna, these artists faces appear continuously throughout their music videos. Close-up camera shots are often used in this type of star image motif.
It can also be done by creating a motif which will occur across the artists video and CD covers/adverts etc. Motifs can be found on the drum, floor, wall or other places on set. The motif is specific to them and is known as brand identity. Artists with specific motifs are artists such as Green Day, Red Hot Chilli Peppers, Guns and Roses, Gorillaz and Blink 182.

The notion of looking

Notions of lookingNotions of looking plays on the idea of gaze and the way someone in particular is seen. For example, in a lot of music video’s women are often presented according to Goodwin as objects which alot of the time is a sexual nature which also coinsides with the idea of voyeurism. Notions of looking however is not just restricted to women, it may also represent men in a particular way such as controlling or violent as cheats etc as well as in a sexual way like Robbie Williams did in his 'Rock DJ' music video. The notion of looking is based around direct and indirect eye contact between the artisits/characters and the camera.

Goodwin's Theory

Andrew Goodwin developed a theory about all music videos in which he has identified a number of key features in music videos.

They are:
- A relationship between the lyrics and the visuals, the visuals will illustrate, amplify or contradict the lyrics .

- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.

- Specific genre characteristics.

- Multiple close-ups of the main artist or vocalist.

- Voyeurism often plays a major part, especially in relation to females.

- Intertextual references to other media texts may be present.He says that music videos are often constructed by the link between the visuals and the song plus the artist.

- Record label demands: the record labels can control the music videos and have control over how the artists are represented.

Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.Many of these features are present in all music videos, depending on the genre of the song and the aim of the record company/artist.