Avril Lavigne codes and conventions

1. PREP MUSIC VIDEO CODES AND CONVENTIONS 
   To prepare for the exam, we look at the media language of music videos, such as their codes and conventions below. For prep, copy the points in colour then add your own points in black.= 
2. Performance - the singer / band are seen to be singing and playing (including lip synching), to provide authenticity, so that followers believe in the talent and can see their star. Record labels sign stars and promote them  to ensure sales. Avril Lavigne sings throughout the video using a mike and draws a huge crowd of fans around her when she jumps onto a car roof in the street. She sings with great passion, energy and conviction, holding the mic close to her mouth. Close-ups show her every word (lip syncing is a feature of music videos.) She performs for her fans and for her 'boyfriend' the sk8er boi who features in the narrative. Screens often feature in music video and the sk8er boi is videoing Avril Lavigne as he gazes adoringly up at her. She returns his gaze as she sings about 'we rock each other's world'. The performance element creates authenticity (fans have proof of her talent) because we see her sing.
3. Star - use of close-ups, sometimes direct eye contact with audience, to build relationship with audience.The close ups emphasize her attitude, she's explaining the story where she appears to be right. It shows her cockiness about the situation, the use of her eye contact with the audience shows us she's trying to persuade us and get the audience on board. She has a determination to make us agree with her, she's right and that's all that matters. The close ups further into the video show us her scowling, punching the air and performing gestures in a very aggressive manner.
4. The visuals (what the star and other characters are seen doing) illustrate, amplify or contradict the lyrics (the 'story in the words'). Illustration = the visuals play out the story more or less literally; amplify = the words in the lyrics are only the starting point and the story develops in other directions; contradiction / disjuncture = the visuals do not interpret the words of the lyrics and may even show something contradictory. Throughout the video the symbolization of Avril being the most important, her aim is to promote her gang which is revolving around her. She is supposed to seem the most superior. The visuals are almost violent which matches the tone of the song. When she's sings about the other girl being at home we don't actually see the girl for ourselves, we are focused on what Avril is doing which contrasts completely with someone sitting at home alone, disjuncture is used. The punches are in time with the music which creates so much power, it is rebellious power.
5. The narrative usually features the performer in 'real life' situations but often with experimental types of film making such as hand-held, dramatic camera angles, symbolic codes and lighting. A lot of the camera work is hand held, it allows the audience to feel as if we're traveling with her.. Extreme close up on the boy as he reflects her love and he admires her. She looks at the camera in the audience in such defiance. She looks triumphant as she defies society and the people who opposed.
6. The visuals are usually cut to the beat of the music; the editing is often fast-paced; there is often use of montage, ellipsis and intercutting, stylish effects. The opening montage sets the tone for the whole video, it is edited so it's cut to the beat of percussion and electric guitar. The Editing is a serious of very fast pace cuts which is complementary of the fast pace music. It is clear at the beginning that Lavigne's gang are putting on a concert we see this because they are marking their territory by showing the location.
7. Refrain - repeated chorus, sometimes with variations. During the refrain the visuals intensify the pace of the video.The refrain helps tie the whole story and video together.