Semiotics - A Theory about signs and symbolism
In our video we use semiotics, which describes the relationship between signs (the clock, the ring) and what they denote.
The Ring
The ring was our motif used to signify the title 'Carosel'. It was a physical representation of the theme and narrative that ran throughout the video. It symbolised the relationship between the man and the woman, and how she had the man constantly chasing after her 'going round and round' but not being able to further the relationship or stop the chase, similar to the circular motion of the ring which has no end point imitating the relationship. A ring is an item our audience is familiar with and is able to relate to, as one would associate a ring with marriage. Our target audience (16-24) is at that age where the may be experiencing relationships, therefore they are able to relate to video, possibly interpreting the characters as themselves. The addition of elements that the audience is able to relate to is conventional of R&B videos, as they want the audience to be able to to relate to the issue raised in the video.
For example in Alicia Keys video 'You don't know my name' the emphasis on the familiar restaurant ingredients via the close ups, allows the audience to relate to the struggle of the character.
The Clock
Similar to the Ring the clock was also used as our motif. The clock
furthered the connotations of the ring as it was also used to suggest that he was being controlled by the woman(similar to how our lives are controlled and manipulated by time, as we strive to manage our time well.) This idea was portrayed in the dance scenes where the artist seems to be dancing inside a clock. The clock stayed on 3 o'clock throughout the video to suggest that the man is not making any progression with the relationship and is constantly 'going round and round' as the lyrics of the song suggests. Again this is a familiar item to our audience.
The addition of the handbag was used to portray the stereotypical female image. We wanted our to video have a personal perspective and by portraying a stereotypical image we were able to create a model that our audience was able to relate to. The handbag is a symbol of femininity, in our music video it is also a symbol of feminine empowerment, as she is controlling the man and their relationship.
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