Artists: 1975

Title of song: Chocolate

The colour effect of the video is black and white, which links in with the genre (indie

pop). The black and white effect is used as people understand the conversion of

indie pop. Furthermore, it has been used by artists with similar genre as the 1975

such as; artic monkeys, nirvana etc… The song itself is talking about drugs and not

‘Chocolate’ which is the original title of the song. There’s a close up of the artists

smoking, this is done to attract/get the audience attention. As well as to give

show/give the audience a hint about what the song is actually about, and also to

heighten emotions. The age limit for 1857, will be roughly teens aged 16-30 year old.

However some 16 year olds, may not be into indie pop videos but due to the

rebelliousness and also the all black leather clothing of the artists they will get

attracted to the music. The, older generation from 25(males) onwards, are more

likely to be attracted by the car, which adheres to the stereotypes of manliness.

The lyrics of the song implies that the boys are after no good, “with guns hidden

under our petti coats…’’ due to the fact that their target audience are from the youth

it represents the dangerous side of the youth. Women are mainly objectified in music

video and the 1975 adheres to this stereotype. Later on in the video, a very attractive

woman appeared in the video with her back towards the audience. A medium shot is

used to show her topless self, this adheres to the stereotype of women being used

as objects, as the 1975 are using sex to sell, this will then attract a lot of their male

youth fans. This then links in with the feminist theory, male gaze (Laura Muluey).

‘Women are treated as objects to satisfy the voyeuristic male gaze of the male

audience.’