Applying Neale's Theory

3 music videos that demonstrate the use of repetition are:

3OH!3 - My First Kiss

This is an example of 'repetition and difference' where the difference of this part of the music video is that the mouths are different people but the repetition is the colour of the lips, all being pink, and the close up of the different people's lips. This is effective because it allows the audience to relate to the song; it's like the different people in the music video are telling their story about their first kiss.

Again, here is an example of repetition and difference. The two characters are in the same position (on a car) which is the repetition but the background of each clip is different colours. The bright colours catch the eye of the audience and draw them into the music video. Bright colours are usually associated with pop music genre, and this is how the conventions of the genre are manipulated. Steve Neale says that as an audience we enjoy the stretching of genres. This music video however, sticks to the conventions of a genre but in different ways.

Again this is another example of the music video showing Neale's theory of repetition and difference. Because bright colours are a convention of pop music videos, the producers may have thought they would use it as a main visual aspect. Pop music videos are usually easy on the eye, and here they've used the colours tactically to make the video easy on the eye but to also draw attention and add colour. Colour usually represents the mood of a music video, bright colours representing a 'feel good' mood which is evident in My First Kiss.

Will.I.Am & Britney Spears - Scream and Shout

This effect is used nearly constantly in the music video - this is an example of repetition because the effects that are used for Will.I.Am are the same ones used for Britney. However, it still makes the music video unique because not many music videos use this amount of effects. The colour of the background match with the artists. Will.I.Am is usually in black clothing on a black background, portraying that he blends in a lot which targets the pop audience because it's such a wide genre that liking pop music and chart music is a way of blending in. Britney on the other hand is wearing black on a white background which may signify that she is pure and innocent. This could also be a factor of voyeurism which is a convention of a typical pop music video because she stands out from the others and is dressed very fancy unlike Will.I.Am who is dressed, in a way, casually.

This effect that is used is a way of attracting the audience because there are so many copies of the artists that you can't avoid it and it's stuck in your mind. This is also another element of Goodwin's theory. Because there are lots of the artists this attracts a wider audience because you can't get away from it. There is a lot of repetition and difference in the music video regarding camera shots and the effects. The effects are what are repeated throughout the music video to continue to keep the audience interested and the different camera shops i.e. close ups and long shots are also used to keep the audience interested by showing them different angles of the artists but still using the same effects. This is obviously a pop music video because everyone knows the artists but also the music video shows the typical conventions like voyeurism, bright colours and star image.

The White Stripes - Seven Nation Army

This music video has a lot of repetition in it and the three constant uses of the colours red, black and white give Neale the proof of his theory. The colour red attracts the audience because it contrasts against the black and white colour scheme throughout the video. However, this is a rock music video so the black and white scheme and the traditional lack of colours are conventions of a rock music genre so the music producers decided to stretch the conventions of a rock music video like Neale says in his theory that the audience enjoy it more if artists change the way they film a music video. 

0:47 - 1:11 - When it comes to the chorus the speed of the music video changes and speeds up. This is an example of Goodwin's theory of seeing the sound. The speed also attracts the audience because of the sudden change of pace.

The flashing lights are also the element of a rock music genre. This video is as close to a 'live performance' as it can go along with the lights. The only element that stretches away from the normal conventions of the rock genre is the use of the block colour red but the other elements are conventions of a rock genre. This way of filming targets a very wide audience because it has a mix of elements from different genres, targeting a much wider audience than a normal rock music video would.