Analysing a Music Video - Taylor Swift (Love Story)

Conventions -

The song Love Story mirrors the fairytale setting. It is similar to the film Romeo and Juliet as the song was written about a love interest of Swift's who was not popular among her family and friends. Swift related the plot to Shakespeare's play and used it as a source of inspiration. The setting clearly mirrors this view with olden day 'castles' clothing and a ball (dance) and the frequently portrayed images of Swift on the balcony replicate Juliet in the film/play. The relationship between Swift and the male in this video is shown through their actions and the idyllic set up. Movement is mostly shown through the ball setting which builds up sexual tension between the characters.Unlike the film/play she replaced Romeo and Juliet‍ '​s original tragic conclusion with a happy ending. The narrative matches the lyrics "That you were Romeo, you were throwing pebbles, and my daddy said, "Stay away from Juliet". Swift is shown lip syncing, which gives direct address to the audience. 

Representation -

Taylor Swift, as the lead singer is shown the most in the video. She is also portrayed through many close up shots to show her importance. Her companion who plays 'Romeo' is not shown as frequently. The fairytale image is replicated through choice of outfits and setting. Swifts princess dress and the males smart 'prince' attire coincide with the castle setting. Her blonde hair and fair complexion suggest she is pure and innocent, a representation you would expect of a princess. The story like narration is a popular convention of a pop video.

Audience -

A Taylor Swift video in general would most likely interest teenage girls. This particular video would also primarily aim this target audience as it promotes fairytale romance, a more feminine topic. The fans would most likely see Swift as a role model so her videos have to promote a good message.  The target audience would probably also like other female chart artists such as Rita Ora or Meghan Trainor. It would also be expected that the types of magazines they were interested in could be fashion or pop music styles. More involved fans could also access the song on Swifts website. 

Institutions -

'Love story' was one of if not the most popular single to get Swift on the market. As a singer song writer Swift composed the song which was produced by Nathan Chapman. It was released on September 12, 2008 by Big Machine Records, as the lead single from Swift's second studio album Fearless (2008). Having been a fairly new artist Swift uses 
intricate detail on the set and a comparison to a well know Shakespeare play to entice her wide audience.