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Amplification

Lyrics

Music

Band Image

The band taken on fictional roles in the narrative.

Film cuts on the beat but also off to emphasize features.

Images amplify the lyrics, a specific narrative may be used that would not necessarily be picked up from reading the lyrics alone.

This is an excellent example of where Amplification editing is used in a music video as the first thing that we notice is that the band and Taylor Swift herself take on roles which is how a narrative is presented throughout the video, in turn illustrating the lyrics. The editing cuts on the beat which really builds up the jolly, confident atmosphere that the audience is presented with.

Illustration

Band Image

Lyrics

Music

The band area, band - singing, dancing/ playing instruments. Dress as would be expected.

Always cuts on the beat.

Images illustrate the literal meaning or feeling of the lyrics, often just with the band singing and dancing.

The reason why this video is a clear representation of illustration editing is that what we are being shown in the video clearly illustrates what the lyrics say, creating an effective heartbroken atmosphere. Also the costume we see Leona wearing are ones that we would associate with her due to what we see her wearing in other videos etc.

Disjuncture

Music

Lyrics

Band Image

Film cuts off the beat - sometimes (but not always) the sign of a badly make music video.

Images which do not relate to the lyrics used, sometimes used by bands who are already very well established, who can afford to take the risk.

The band take on and image that is nothing like or the complete opposite of their expected image.

Coldplay's music video for 'Paradise' can be used as an example of Disjuncture editing as one of the main things we see is how the band aren't really present in the video and instead we just see an elephant mucking around building up an almost funny, mischievous atmosphere. The editing cuts off the beat but occasionally we see moments of where it does.The shots that we see don't link in or relate to the lyrics but due to the bands past videos it doesn't threaten their reputation or anything like that, therefore the can afford to take the risk with it.

Andrew Goodwin

(Dancing in the Distraction Factory, 1992)

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