Textual Analysis 5.

Artist: Embrace

Song: Ashes

Genre: Alternative rock

Mise en scene:
There is a dark atmosphere throughout the video and there is a noticeable contrast between the bright lights and dark silhouettes of the band. You can't really see any of there faces so it starts of quite mysterious and when the camera moves to show the band lens flares fill the room. As what looks like a theater rebuilds itself the building slowly becomes more lighter showing the band members, this could show the emotions of the band by having them perform in rubble then slowly become more confident as the room re-builds. Then towards the end a crowd are watching the band perform like at a concert. This could show when the band first started out, they didn't have much and slowly grew like the building and then they have a massive audience and fans.

Editing:
From the start of the clip you notice parts of a building reforming and going backwards like it is being rewound, the camera then slowly pans round each of the band members to show what each of them are doing. Then close ups are used to show the rubble of the building. Like many other music videos the cuts go with the song and when the song picks up so do the cuts and the speed of the shots. Throughout the video after it shows some of the building it will then cut to the band members, normally with a close up or medium shot.

Target audience:
I would say the target audience would be later teenagers and early adults, the type of music reminds me of what was on in the 90's and the music video is dark and doesn't go over the top with a colourful pallet, compared to music videos which target a younger generation and use more brighter colours and have a happier mood.