Analysis of Music Video: The 1975- Chocolate

The 1975 are an indie styled band with over 10 million views on there video 'Chocolate'. The music video commences by using a slow zoom where the person featured is slowly brought into focus. The mise en scene is instantly represented as dark because the video is in black white and the clothing of the male is trendy with his hair slicked back. Before the lyrics start various scenes of the band are shown for example, close ups of the main singer and a long shot in a car to introduce the whole band. Despite being in black and white, light is emphasized by the reflection on rain drops and back lighting behind the artists. The technique of pathetic fallacy is used o represent tears which suggests an element of sadness throughout the song.

When the main artist begins to sing lip syncing is used and various camera shots are used to provay the ethos of the band itself, for example a side profile close up shot is used to represent the edginess the band tries to show. Throughout the video the whole band are seen in a car driving in order to create representations of a journey to their audience. Before the chorus begins a female actress is introduced where extreme close up of the main singers hands on her waist interpret how they may be a couple. She is blonde and wearing little clothing which suggests that she is sexually available as well as creating a stereotypical image.In the chorus the filming does not differ from the filming in the verse because it remains in black & white where various camera angles are used to show the band. When beginning the second verse a tilt is used to represent the ending of the chorus therefore taking the audience away from the view of the band.

At the end of video there is a contrasting scene in which introduces the colour orange with a quote 'Poetry is in the streets in full living colour' to represent how poetry is all around us in every person and thing no matter how much we may deny it. An unusual element included in the video is showing the artist smoking which shows a cool & calm image of the singer. The genre of music is indie and the music video appeals to the target audience because it features the main artist throughout,