Avril Lavigne album cover and Video

The Only Exception videos reminded me of the structure and editing of Avril Lavigne's Music video called What the hell because it starts off and ends with the female protagonist in bed with the male antagonist. Nevertheless, I prefer the other one because there were no costume changes as they had a lack of importance. For example, I like how Avril came out of the apartment changed as it saved time. However, this probably saved time as it needed less lip syncing when she was in the changing room as all music videos have non diegetic music overlapping onto the footage. Nevertheless, fashion isn't a key part of a man's life so if I use costume I do choose to have them in my video I will edit the change out. Thinking about it the male protagonist will probably have a different outfit for different location like" The Only Exception".

Mise-en-scene - It is strange how "The Only Exception" have such similar settings; waking up in living room/bedroom doing make up and changing clothes or perfume, to the band and club and then back to the living room/bedroom with their male antagonists. This is because it has been adapted from the same genre therefore it follows the post-modern theory that everything is a remix. Therefore I want to design a post modern video but I think I will have a majority of the musicians to be male. This is partly because the singer in my music is male but also because this is a key convention throughout the pop punk genre. I feel that the costumes used sum up the pop punk genre because it is slightly mainstream with the denim shorts and leather leggings for pop but also has an edgy black punk tops connoting death. Also I like the idea of having the lyrics printed on the tops as it enhances the brand by expanding the company and using synergy, which this promo is blatantly doing. This is revealed when Avril puts on her own brands of perfume advertising both the music and her perfume.The female protagonists facial expressions and body language is happy and relaxed and the male protagonist is angry and annoyed because the female keeps on messing him about keeping him on his toes by having fun.

Camera: She is able to have fun because of how wealthy she is and because she has a rock star rebel lifestyle. for example just as she wakes up she looks around the room that is shown through an eye line shot and smiles through a close up conveying that she is proud of her success. Through the long shots the location is established with the aid of props which I should have mentioned in the mise en scene section (Clothes, a bed caupboards ect). Anyway back to camera there are mostly mid and close up shots throughout the music video it is only when people or places are introduced that there are long shots. For example the band has a couple the audience of the band the basket ball players the fashion shop and designer.

Editing - Not only are her costume changes brilliant at the beginning but the away she exited from the shop (wasn't the way she went in technically  this bad continuity) but she ended up in the entrance to the club. However the lip syncing in this is not very good at all as she starts singing with her band and then stops when she meets up with her boyfriend on the dance floor therefore the verisimilitude in the video is very low which means that it is unrealistic..

Sound: There was no diegetic or foley sounds just the non diegetic score over the music trying to be and acting diegetic.

Image - is a photo of the artist the mise en scene such as facial expression and body language is relaxed but almost aggressive. in a way its the blank stare demonstrates she can't even be bothered to pose, that's how much she doesn't care and how much confidence she has. The texture around the edges of the CD cover is reinforcing this idea that she is aggressive and angry. The confidence is emphasised with mise en scene - costume. She is wearing quite a smart sophisticated blazer and she is also wearing a black see through top to which coveys her confidence as it shows her bra on full display. individually these are quite mainstream but the fact they are all black and worn together makes it more niche to the genre it is conveying. 

Colour - "What the Hell" is in red which connotes blood or another interpretation would symbolise love. However, in this context I think it mean blood because of the language that is written. The black costume connotes death symbolising the pop-punkness.

Fonts: Artists name is  bold but sketchy. the Album name is once again smaller than the artists but it is in capitals like the album name. The drink me necklace is in quite a funky font reinforcing the importance of fashion in the genre because it almost emphasises the brand that is signified.

Language "What the Hell" with no question mark this conveys the freedom and care free spirit of genre and the general quote is rebelling against society. She is wearing a necklace that has "Drink me" on it. this is probably referring to music video called Alice in the album relating to the potion that makes Alice in wonderland bigger.

Layout - The layout of the artists name is following the pattern of the fact that she doesn't care as the Avril is on a slant. this is also jagged with the album title which makes it edgy and  visually effective.