Music Advert Analysis

Music Advert Analysis

Intertextuality in Music Videos

Intertextuality by Jack Barrell

Types of Intertextuality




Parody


With an Intertextual reference of parody, the conventions and general aspects of the original text are used in a ridiculous, absurd or disrespectful way, often intended to make fun of the original by creating humour. Overall, the use of an Intertextual reference of Parody can affect the intended audience in various ways. For example, most commonly this Intertextuality would create humour, especially if the parody is based off of an original text that is relatively serious and not naturally humorous, examples of this can also be seen in films in the 'Scary Movie' franchise as the films are all about creating parodies of very serious films of the horror genre and converting them to be full of comedy and humour. However, this mocking that can be apparent in Intertextual references of Parody can often be seen as very offensive  by audiences and cause controversy, yet this controversy would as a result lead to the video becoming viral and this in turn would evoke attention and the video would then get more noticed and could increase in YouTube views and possibly downloads which would benefit the artist/producers of the video.




Pastiche




An Intertextual reference of Pastiche, is similar to a Parody yet the recreation is a lot more light hearted and mocks the original text a lot less. There is often a lot more respect involved in a Pastiche and the comedy is not designed to directly mock the original but the form humour with the aspects of the original text. Overall, the intended audience will react to this relatively similarly to a Parody yet less or no controversy will be formed at all due to the lack of direct mocking of the original text.




Homage


Finally, an Intertextual reference of Homage is the Intertextual reference that stays as true to the original text as possible with little humour revolving around the original text. The Homage overall aims to show how worthy the original text is and almost advertises it. A Homage is essentially a remake will all aspects being as exact and as similar to the original text. More often than not, the intended audience of this Intertextual reference will feel a sense of nostalgia as the Intertextual reference would visually spark the pragmatic recognition from the audience'[s memory, this is an example of synaesthesia which is where a sound, or visual aspect of something that stimulates a feeling or emotion. In the example of the music video for Eminem - Without Me, this synaesthesia would be the sight of the Robin Costume thus stimulating the memory of possibly reading a Batman and Robin comic or watching a film or TV series.

Genre in Music Videos

Created with Padlet

Purpose and Conventions of a Music Video

Narrative in Music Videos

The three narrative types in music videos suggested by Andrew Goodwin; illustration, amplification and disjunction are used to create a certain level of effect and meaning.


Illustration - An illustration Narrative in a music video is one which tells a story through the lyrics and the video visually. The plot in an illustration narrative will often be very clear and relatively easy to understand. The effect of the illustration narrative is similar to that of a film, it tells a detailed story that has a clear start, middle and end. The purpose of the illustration narrative is to intrigue the audience and keep them hooked from beginning to the end.


Amplification - An amplification narrative in a music video is one which does seemingly have a strong plot yet the lyrics to not match the visuals all the time yet key concepts and ideas are noticeable from the lyrics and visually in the content of the music video. The effect of the amplification narrative is to carry a deep meaning that often is implied throughout the music video but is possibly not explicitly expressed.


Disjuncture - A disjuncture narrative is one which the music video has absolutely no correlation with the lyrics of the song. In a disjuncture narrative in a music video there can often be little narrative whatsoever. the effect of a disjuncture narrative is often to entertain more than anything, the advantage with making a music video with a disjuncture narrative is that the music video can be as abstract and unconventional as the producers want it to be, thus possibly creating humour and as a result making the music video and in turn the song very memorable for audiences.




Narrative Types
In Narratives in general, there are various types with each variation creating different effect for the intended audience.


Linear Narrative - This is the most common narrative type where the overall plot is told in chronological order thus creating a logical and understandable storyline
Non Linear Narrative - The opposite to a Linear Narrative, the plot is told in seemingly non-chronological order
Closed Ended Narrative - This is where the ending to the narrative has closure, the ending is clear and understandable
Open Ended Narrative - The opposite to a Closed Ended Narrative, the plot ends with a cliff-hanger, no definitive ending and the audience has unanswered questions.
Circular Narrative - This is where the plot starts and ends in the exact same place, in a music video this could mean the video opening in a certain setting, featuring a certain prop or character and the plot finishes with the exact same shot or one that is very similar that features what the video began with
Singular Stranded Narrative - This is where there is a single storyline presenting either one character or more but linked to the one narrative
Multi Stranded Narrative - The opposite to a Single Stranded Narrative, in this narrative their are more than on main narrative and they do not crossover whatsoever yet are all as important as one and other