1 - Instant impact!
The video certainly has an instant impact, there is a story line which is revealed through text at the beginning of the video which emphasises ‘28days later’ before folding out, which refers to a pop culture film, appealing to a wide range of audience members.
2 - Non-linear editing
At first PRA does not apply to this feature, as they are trying to build a storyline, however once the video is in full swing it follows this style of editing.
3 – Repetitions
The dance moves are continuously repeated to help viewers learn it, as well the cross cutting between the different dances to show how the music has effected many.
4 - Strong sense of artist identity
The artist identity is strong through the costume he wears, both reflu and skyblu wear unique costumes, which make viewers appreciate their idiosyncratic nature. These include tight fitting trousers in a unorthodox leopard print style.
5 - A Performance
‘The shuffle’ is a dance routine which is the main performance in this video, it is a very fashionable dance move which viewers are very keen to be able to perform. The routine went viral and references to it in the song helped it be effective.
6 - Visual Pleasures
The cool costumes, the accessories as well as the shiney tight fitting trousers. Good looking characters are used.
7 - Wow Factor!
The wow factor undoubtedly comes from the dancing in this film, there are exciting dance moves performed by professional dancers that make the video exciting and entertaining to watch.
8 - Provoke a reaction
The video provokes a reaction for the right reasons, not for controversy. The dance routine and pop references encourage people to talk about the video and share it, as well as making videos such as ‘how to shuffle’ which further exposes the video to the audiences.
9 - Works on different levels
This video works very much on different levels. It features references that would only be recognised by true fans of the band such as the dancing gold Robot that is in every LMFAO video. New fans may not recognise this level of reference, however they would recognise the wider references such as the dancing Jesus or the relation to 28days later.
10. Pop culture
References to films, as well as well known characters such as Jesus. The female characters wears a union jack, which may relate to the royal wedding which took place around the time of the video’s release.
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