Analysis of different types of video/trailer/adverts

Narrative performance:

Rihanna "b**ch better have my money" 

A narrative performance usually means that a story is being told through out the video, this included characters and a beginning, middle and end. The music video will usually not include lip syncing however the story being told does relate to the lyrics. Narrative videos allow audiences to engage with the story and grab the attention of watchers, however they can be very costly to make. Often the video will mimick a film genre and will feature the artist who sings the song. Narratives will often follow todorovs theory in which there is equilibrium then an event which causes disequilibrium and then a solution to cause equilibrium again. 

Three types of narrative include:

- illustration; this is where the story relates to the lyrics within the song.

-amplification; this is when the story slightly follows the lyrics but mainly aims to mirror the emotion within the song.

- disjuncture; this is when the story has very little to do with the lyrics in the song and often can completely contradict what is being said.

Performance based:

Vampire weekend "cousins"

A performance based music video centres around watching the band/artist perform to the camera/audience. This is common in rock or any high energy music as it is an easy way to show the powerful and passionate nature of the song. The cost of making this type of video is fairly low which is an advantage, however, if the artist is not interesting to watch and does not catch the attention of the audience, a lack of audience interest can be seen. In order to overcome this many music videos will involve aspects of narrative and concept performances in their video in which they cut to other shots of a narrative or of art-based images. This can be seen in Mcflys "Five colours in her hair".

Concept based performance:

Bonobo "Circus"

Concept based music videos usually don't follow a narrative but tend to focus on art-based imagery instead. This technique is usually used for unconventional style of music and is a great way to catch the audiences attention with the unique style. Often what is being shown will have links to the lyrics of the song but will feel as though they have been randomly joined together.