Group: Promo Campaign Analysis

 

JP: Skrillex and Diplo - "Where Are Ü Now" with Justin Bieber

•  The idea of Dyers star image is portrayed in this video, Justin Beiber is trying to recreate himself as a more mature and serious musician, the drawing effect over his body is representing how we wants to connect with his fans more. This use of symbolic code helps create a relationship between Justin and his fans
• The video features a fast cutting rate which represents his anxiousness to recreate himself
• Goodwins notion of looking is featured in the start of this video which helps create a star image however the video focuses more on the doodles than any meat shots which represents how he wants to recreate himself based on his music not on his looks

• Colour and drawings are used as signs to represent Justins rebellious nature which is a star quality according to Dyers theory of star image

    

• The artwork for Justin Beibers new song "Where Are U Now" is part of his promo package to recreate himself, the artwork features a collage type feel to it which looks like a vinyl record. This represents how Justin Beiber wants to focus more on the music and how he has matured.
• The album cover includes pictures of him with different people and in different places which represents how he changed

                                                                   

RD: Justin Bieber - What Do You Mean

• In this video we immediately see that Bieber is trying to recreate himself and be seen to the public as more mature and a serious musician. 
• Goodwin's notion of looking is seen in this video,we see Bieber looking directly at the camera therefor breaking down the fourth wall and removing the cinematic effect, this is interesting in this video because as it starts it is designed like a superhero type film through the use of titles. We also see many meet shots of Bieber which would make the audience more connected to the star.

• Dyers star image is created in this video by showing Bieber as embodying many of the 'stars' common values e.g. youthfulness, rebellion and sexual magnetism. This video also constructs the two major paradoxes, firstly Bieber is seen as present when he looks directly at the camera and therefor gives off the effect of singing to the audience but as absent when he is with the girl. The second paradox is created  because he is seen as ordinary when with the girl but as extraordinary with all the crime business. 

• Barthes 5 narrative codes can also be applied to this video, we see the action code that they are running this insinuates that they are being chased. We also see the cultural codes because when we see the font of the titles at the beginning of the video we assume it is a comic book like video. We also see Enigma codes at the beginning when Bieber gives the other character money because this creates questions for the audience. 

• We also see semiotics in this video when they are running this could be seen as an indexical sign that they are being chased.
• When they are kidnapped this is an iconic sign for violence because they are clearly being attacked.
• The party also connotes rebellion and drinking in young people.

• This cover is much more plain than most of Bieber's old covers, it looks like it has almost been 'stripped down' to the very basics. 
• It is him alone holding the title of the album, I think this can be seen as him showing his true self, no hiding behind fancy props and costumes. 
• It is much more mature as it basic and plain and it is in black and white, showing he has got rid of his childish purple hoodies. 
• His costume is a flannel shirt which show s he is down to earth and connotes farm work to emphasise the casualness of the picture, his hair style is also different to give him a more mature look.