Analysis of ‘Foundations’ using Andrew Goodwin’s theory

1. Analysis of ‘Foundations’ using Andrew Goodwin’s theory Cleo Stella

2. Genre characteristics: • The genre of our song ‘Foundations’ is Indie/Pop. As a group we felt we could relate to the song and the lyrics and because the song appealed to us we would be able to appeal to our target audience, women from the age of 15 – 35. • We were inspired by the quirky styles of similar female artists of the same genre in various parts of our video. Being quirky and different was a key point for us as a group as we wanted our artist and music video to stand out from the crowd.

3. Genre characteristics: • This is one of the reasons we used stop motions throughout our video. Parts of our stop motion relates to relationships, for example when the cup of tea is going down, it represents the downfall of Evie’s relationship.

4. Genre characteristics: • We also used that stop motion to portray happiness through the use of an ornament dancing. Dancing represents happiness. This also fits in with sound and vision as the stop motion we used cuts to the beat, therefore making it a lot more effective.

5. Genre characteristics: • The locations we used also linked in to the characteristics of the pop/indie genre. The use of, homely settings such as a kitchen and a bedroom make the narrative more realistic.

6. Genre characteristics: • Another location we used was the T.V studio, so we could include a performance aspectnto our video. This allowed us to enhance Evie’s star image and make it more noticeable.

7. Notions Of Looking/Star Image: • We gave Evie a signature style to make the target audience aspire to be like her. For example, her bright red hair, dark black eyeliner and vibrant lips. We also filmed her wearing a tie-dye top which is unique to her style and she also sells it in her clothing line, so hopefully it will inspire her fans to go out and buy it.

8. Notions Of Looking: • We also incorporated the storyline throughout the whole video. Showing the ups and downs of Evie’s relationship. This was beneficial to the target audience as the enjoy a narrative through the music video as it makes it clear t understand.

9. Notions Of Looking: • Gender representation is also very important throughout our video. We aim to please a large target audience not just our main focus of women from the ages to 15 – 35 but also males. We do this by making Evie look vibrant and beautiful with the use of costumes, make-up and flattering lights. This make’s Evie the object of the audience’s gaze. Also relating to voyeurism as they are watching the performer for pleasure. This makes a larger target audience also enjoy the music video.

10. Notions Of Looking: • We have used a motif in our video. We filmed Evie texting out the lyrics on her phone as if she was having a conversation with her boyfriend over the phone. This reinforces the idea of the audience actually being present at the time and watching the breakdown of the relationship.

11. Sound And Vision: • There is a clear relationship between the lyrics of the song and the visuals. We have done this by showing memories from the past to the present. This is know as Illustrate. • Also it could be seen as amplify as there is repetition of the key meaning which manipulates an audience. For example, the emotions Evie is feeling whilst her relationship is falling apart will make the audience feel sorry for her.

12. Sound And Vision: • Here are so examples: “When I’m telling a story and you find it boring, your thinking of something to say.” “Why don’t you just have another beer then.” “You’ve gone and got sick on my trainers.” “I know that I should let go, but I can’t.”

13. Sound And Vision: “You said I must eat so many lemons cause I am so bitter.” “I said I’d rather be with your friends mate, because they are much fitter” As she rips a picture of her boyfriend up to the camera. This shows how angry she feels. “And I must admit that I was a bit scared.”

14. Sound And Vision: “But it gives me thrills to wind you up.” This is Evie laughing. “Then you’ll call me a bitch.” This shows Evie’s emotions. How her boyfriend upsets her by calling her horrible names. Extreme close up of Evie’s eye with a teardrop running down her cheek. The last shot is a close up of Evie's feet walking out of the screen. This shows she has left the relationship behind.

15. Intertextuality: • In our video we make reference to the original music video featuring Kate Nash. We do this by including stop motions of a pair of socks. The pair representing the couple unravelling.