Textual Analysis- EXAMPLE3

MEDIA REPRESENTATIONS
Within the first few shots we instantly think of the girl group as girly, attractive, in the male-public eye, glamorous. This is because we see one of the girls "Cheryl" walking, smiling, and then see two males in a car, smiling and eyeing her up. As the camera tilts, revealing the outfit of one of the girls, who is wearing a mini skirt, black heels and suspenders. The suspenders automatically give us an immediate impression that they're abit flirty, and 'tarty'. The rest of her outfit also gives the impression that she is quite girly and glamorous and likes to be with her friends; sociable. The other girls are wearing something similar, for example member Sara, is wearing a black dress with white hems, and her blonde hair all styled, like the other members.
The performance then starts and the girls are shown on the 'movie screen' wearing sparkly gold dresses, all the same. The dresses are all strapless, and curved around the chest. They are tucked in at the waste, and ankle length. These dresses make them look feminine and sophisticated, but glamorous at the same time because of the sparkle. Sparkle connotes party, and so it also makes the group members seem fun, and like to party and get dressed up. The members are all dressed exactly the same, and this use of representation shows them to be a group, and perhaps a close group of friends. The way in which the girls wink, tilt their heads and flutter their eye lashes shows them to be confident and again, flirty (towards the camera). In the gold sparkly dresses, the girls' hair is all styled so that they look glamorous and gorgeous, for example some have it pinned back, some have it down and straightened and some it curled. All of these styles help to make the girls look amazing and their makeup is done in a way that makes us think they have been pampered and groomed. Their eyes are highlighted by eye makeup, which gives the message that they, again, have been groomed and pampered.
When the camera flicks back to show the band, watching theirselves perform from the topless car (connoting wealth and glamour), they look up at the screen, mezmorized. This makes them come across as role models, people to look up to, artists that should always be in the spot light. This is because they are looking up at themselves as though they want to be like that. At this point, when they are not performing, the girls outfits change. One member is wearing a leopard print catsuit, that is fitted at the waste, chest and legs. Another is wearing a silk white top, with a mini skirt, and another group member is wearing gloves, that are designed to look good not to keep her warm in winter. All of these costumes connote the same thing; wealth and glamour. This is because of the materials like silk, and variety of patterns like leopard print, which these days is worn by many celebrities and fashion icons.

MEDIA LANGUAGE AND FORMS

NARRATIVE
This music video uses performance as it's narrative. It has little parts that show close ups of the arists when not performing (they are watching the performance) but over all, it is performance; allowing the audience to see the girl group perform without having to watch them live. This is the overall purpose of the video. The majority of this music video is based on a performance that is in black and white, perhaps to represent an older era, and for a minority of the time we can see the audience (who is also the band). But, because most of the video is basically the band performing, with microphones, a jazz band and special lights; as though actually performing in a show. If this video was narrative, it would follow a deffinate plot or story, whether it featured the band members or not. Also, stopping it from being abstract is the fact that it isn't very random, it goes with the song, and we can see the band 'singing' the song (during their performance that is shown on the big screen within the video). All of these elements contribute to making the music video performance based.

GENRE
The genre of this music is Indie. I can see this because of the conventions used;
It is in black and white, although not all Indie videos are in black and white, some are very colourful, but the use of a black and white effect is a common convention of the indie genre. It is a performance narrative, allowing us to see the artists without having to go and see them live in concert, and it allows us to see them upclose and personal, this is another convention of an indie music video. The video creates quite a calm setting because of the pace of the song and because it isn't full of colours, making it easy on the eye. It uses black and white for the performance side of things, but then uses colours when flicking back to those in the car park. Even still these colours are not too bright, because it is dark outside in the video, it makes everything seem a little dimmer and so it isn't too colourful or bright. These features give the music video an indie genre, simply because they follow the conventions of an indie music video.

MEDIA INSTITUTIONS
The purpose of the intstitution is to sell 'Girl's Aloud' as a group, and to sell their record. Girls Aloud belong to two record labels; Polydor (from 2002 to present) and Fascination (from 2006 to present). Polydor is a German company. Fascination is a UK based company. This means that Girl's Aloud are known globally, and so because of the Universal publicity, Girl's Aloud's video will be seen in many different parts of the world. This has been done by the use of the performance narrative within the video and so the global audience can view them without having to watch them live on a stage.

MEDIA VALUES AND IDEOLOGY
This music video refers to the ideology of the 50's, when going to the drive in was the 'thing to do' in America. It has references to the film 'Grease', as in that film, the two main characters go to the drive in to watch a movie; as a date. The girls in this music video go all together in their cars, and the guys in the cars next to them are eyeing them up. Also the use of the black and white effect, and the microphones used in the performance all the connote 1950's America.

AUDIENCE
The music video for this track is aimed at Girls Aloud fans, and also fans of indie/pop music. The age range would be from 10 to 24, a wide age group because of the different elements within the music video. It is suitable for prime-time screening because of what it contains (not including anything unsuitable) and so it attracts a mass international audience.