Throughout the piece, we have used autumnal rich colours which give the music video a soft, organic feel. There is a wind of change in public consciousness leaning towards a distrust of the synthetic nature of commodities, for example becoming and being more environmentally friendly – now even food companies are advertising more economic ways of packaging. Therefore, at present, this type of organic and natural environment is likely to appeal greatly to a wider audience as it is likely to fit these organic needs of the audience. The mode of address in our video shows an organic integrity that mirrors this public attitude, so appealing more to ‘trendies’. We have this alternative approach from the mass culture commercialized acts, and therefore, targeting and appealing to our specific target audience as it reflects their mind-set. 
However, our video does also challenge some aspect of this convention. A common mode of address would be to have to female lead singer to be in the middle of the frame, if using the rule of thirds, as this is purposely design for the male gaze. Even, if the band is only a duo made of just a male and female then this convention is still used, for example, in the above still shot from one of ‘The Ting Tings’ pop videos – the male is not even in this shot, reinforcing this element of trying to appeal to the male gaze. By challenging this feature it reinforces this creative, artistic approach we have tried to create. Below is a still from our video, both singers are in the frame but Melena is to the right of the shot and in front of William, even though this challenges this convention, the shot still appeals to the male gaze as she is the one pulling in the focus even though she is not in the centre.
However, our video does also challenge some aspect of this convention. A common mode of address would be to have to female lead singer to be in the middle of the frame, if using the rule of thirds, as this is purposely design for the male gaze. Even, if the band is only a duo made of just a male and female then this convention is still used, for example, in the above still shot from one of ‘The Ting Tings’ pop videos – the male is not even in this shot, reinforcing this element of trying to appeal to the male gaze. By challenging this feature it reinforces this creative, artistic approach we have tried to create. Below is a still from our video, both singers are in the frame but Melena is to the right of the shot and in front of William, even though this challenges this convention, the shot still appeals to the male gaze as she is the one pulling in the focus even though she is not in the centre.
Moreover, the finalized product clearly demonstrates this organic image and style Faulkes are trying to create. Their positive and upbeat attitudes are evident throughout the piece which reinforces their band image. 
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