A video to represent this theory is 'Cool' by Alesso.
The video was produced by Emil Nava in 2015 in Venice High School. The location is famous for the setting of Grease and the music video 'Baby One More Time' by Britney Spears. The genre of this video is a narrative with a high school context to it.
The title of the song 'Cool' contradicts the actions in the video. This is because the actor (Alesso) is depicted to be a slightly weird and uncool character amongst the other people in the school. This is shown through a variety of techniques.
Mise-en-Scene
Mise-en-Scene is a crucial part of the video that helps us understand how contradiction works in the video. For example, Alesso's outfit is representative of stereotypical school 'freak' who is not liked by many people. The round glasses and vest jumper makes him appear dated and unusual to the normal views on fashion. Also a scene shows him immersed in a book. This implies that he is quite a cultured and intelligent character who is possibly seen as a geek who doesn't fit modern society. This can all be contradicted to title of the song- 'Cool' as he is quite clearly portrayed as the opposite to this.
Camera Techniques
A series of camera techniques are used to contradict the meaning of the song. For example many long shots are used of him by himself. This reiterates the fact the he is uncool and so lonely and isolated from other people. The wide angle shot shows the audience that he is quite an individual character as he tends to be dancing by himself around various locations in the school. However the most probable reason of this is his loneliness and the fact that he doesn't have many friends. Finally many tracking shots are used to follow him when he is dancing.
Performance
Alesso's performance includes many actions that display his character to be weird and odd amongst his peers. One example of this is when he walks down the main corridor in school looking at other people in his year who are in relationships and groups such as the 'jocks', who are obviously popular in school. The glances to each side shows that he dreams of being amongst those groups instead of where he is now, envious of their positions in the school hierarchy. When he begins to dance, this represents that he has had enough of being looked down upon by others and wants to show himself for who he really is through the use of dance. As the video progresses, he is trying to almost revise on how to be 'cool' through the use of books and this eventually pays off at what appears to be a school disco as his change of outfit makes him more popular.
Target Audience
The target audience will be for people who enjoy Alesso's music and electronic music fans as this is the genre of the song.
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