RESEARCH: existing artist's webpage
INTERTEXTUALITY IN VIDEO
I chose to use intertextual references to the Coca-Cola adverts and ad campaigns, as Coca-Cola is a brand and product that has connotations of happiness and enjoyment - these are two ideas that I was aiming to include in my music video, as they are appealing to the target audience of a young, culturally aware ABC demographic. Coca-Cola is also a product that is often associated with summer, so this helps to reinforce the theme of the video and is a recognisable and familiar sight to viewers. Furthermore, Coca-Cola's slogan 'open happiness' complements the themes being explored in the music video. I chose to represent the slogan as the physical action of opening a bottle of cola, followed by a montage of the friends laughing and enjoying the drink, indicating that once opening the drinks, they became more upbeat and appeared to be enjoying themselves more.
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