Snoop Dogg

DropIt

LikeIt’s

• The video begins with someone spraying a ‘tag’ onto a wall, as if it is graffiti, this defacing of property is a crime and this instantly adds the criminal element of rap video’s.

• Next we instantly see extravagant jewellery, as Snoop Dogg swings a flashy necklace, drenched in jewels and diamonds - showing off wealth and money.

• This cuts to different scenes of Snoop Dogg dancing with two girls in skimpy clothing, this makes him look in charge and the leader of the dancer. The small gestural movements are also typical of a rap/hip hop video. In contrast to the two girls, he wears a baggy t-shirt and baggy jeans as well as a black snap back which is also typical of a rap artist.

• Pharell wears similar baggy jeans as well as camouflage underwear and a flashy bejewelled belt, reading ‘NERD’ the name of his band. Pharell also wears a big stone on a ring and is covered in tattoos.

• A convention of rap videos is the showing off of money and wealth. This is clearly and obviously used as we see a number of times $100 bills around on tables and close up shots of them through out the video.

• As well as the flashing of money there is also a fancy and expensive car used through out the video. From this particular angle the car is made particularly important and prominent. We see a woman dancing suggestively next to it and there is even a light glare off of it showing its gleam and cleanliness.

• Smoking and drug use are also made glamorous in the video, as we see here a black figure exhaling smoke. He is made to seem important and successful as he wears expensive looking clothes and sits on a particularly fancy chair.

• The women in this video are also particularly sexualised through their dancing and clothing. In this part of the video a woman seductively drops her robe revealing her naked body. This is typical of this genre of music, as they sexualise women through their lyrics followed by a music video which reinforces this.

• Women are used through out the video in a similar way. They are also used to make Snoop Dogg seem superior and be popular with the ladies. This makes an audience watching him either idolise him or want or be one of the girls he spends his time with.

• The idea of ‘showing off’ and portraying wealth and power is a massive element and convention of this genre, reinforced the whole way. In this shot we see a mid shot of Snoop Dogg holding up his two wrists, clearly showing the audience they are decorated with expensive watches.