Analysis of a music video; Avril Lavigne // Alice

Alice // Avril Lavigne

Conventions

This Song by Avril Lavigne is to the remake of the new Alice in Wonderland. So in the music video it involves clips from the film also. In the video it shows Avril pretending to be Alice also by falling down the whole and ending up in the 'Wonderland'. So the fact she is running through the forest not knowing where she is, is interpreting Alice's actions. the music videos cuts at times where it looks like Avril is also in the same place as Alice at the same time, so it looks like she is actually in the movie too. The video is very still at the song where it shows Avril lip-syncing at the camera to the lyrics but when the music kicks in that's when the movement becomes more often and that's when she starts to run.


Representation

Avril Lavigne as she is the only one in the video is shown a lot. She is represented as a attractive female but exactly a girly girl, as even when she isn't in the costume she is dressed tom boyish and then when in the dress, its black and very dull therefore not your everyday girl. She wears this dress because its similar to Alice's in the film but its got a touch of Avril in it also, so she hasn't copied it completely. she also has blonder hair which is similar to Alice's but she has black underneath hers which is unusual, this shows she is alternative/ pop genre. The facial expressions she pulls in the music video are very serious and this goes along with what she is acting out as she is lost and confused.








Audience
The target audience for this film would be people that are fans of Avril Lavigne, which are mainly teenagers both females and males  as girls may see her as their role model but then boys may like her because they find her attractive. People who are interested in the new film which are mainly younger adults but with teenagers too would be the audience. The audience would also be interested in other alternative rock/ pop artist or bands also like Paramore and You Me at Six. These people are also likely to dress just like Avril Lavigne and be into that kind of style. they probably like to listen to MTV rocks and read Kerrang! magazines because they involve artists and bands from that particular genre. They would often use YouTube and Twitter to watch a lot of the music videos and find out more about these artist and bands.

Institution

Nettwerk Records is Avril Lavigne' record label and the film Alice in wonderland was made by Walt Disney Pictures.  The purpose of the music video was to advertise the film more and then gain more viewers because they liked the fact that Paramore have a song that's featured in it and then encouraged people to buy the soundtrack. The song was also added on to Avril Lavigne's latest album which is called 'Goodbye Lullaby'. This was people who liked them film then would buy Avril Lavignes album and she would become more well known and gain more fans.