Sum 41 - In too Deep

I have chosen to take look at this music video as my group plan to produce a similar way of presenting the artist. This video uses AMPLIFICATION becasue there is a link with the song and works to enhance ideas about the band for example the first shot shows their parked van parked over two parking spaces diagonally which conveys that the band are rule breakers. This is continued by the silly types of divnig they do for example sliding off the edge and also cheating by flashing mirrors into their components eyes. This imaturity is helping to present the bands meta-narrative as the star persona is very important when trying to sell a track to a target audience.

The music video also uses ILLUSTRATION for example the line 'i'm in too deep' with references the water that they are diving into and the line' i'm bending over backwards to relate' is syncronised with the visual aid of him bending over backwards into a dive.

Conventions can be seen with in this genre of music like the artists playing in swimming pool instead of on a stage. The use of women in these videos helps to create the bands image and ideogical discourse, but also so that the audience can recognise the bands status and attitude towards playing their instruments which again is important when trying to convey the star persona to their target audience. The performance shots and also the illistrative narrative, along with the meta-narrative makes it evident that the video is for promotional purposes which tries to make the band and their song into a product and using the music video as a piece of advertisement.

These types of videos can normally be related to teen movies where there are uses of bands, teen realtionshipsalcohol, women breaking the rules and coming out top by the end.
The video i think is not art as it focuses on the aesthetics of the artists which helps promotes their product. This video would not be classed as postmodern as many videos are simular and this video does not break any rules of the genre.
This video is very specific to rock genre so would be shown on narrow casting channels with an ambient viewing.

There are numerous connotations in this video the biggest one being the relation to the teen genre. There are many conventions of the teen genre for example the gathering of youngsters, with loud music and having a cheap good time. The fact taht they have turned up to a diving contest in unconventional board short and perform silly dives has connotations to the teen rock genre where by they are breaking the rules, having a good time and despite being the amateurs still win in the end which is the simple narrative of teen films. These conventions along with the location of california with clear blue skies and hot conditions connotes the easy life that is represented by california where fresh ideas are made so the location and set helps to embed connotations into the band.