Goodwins points

1) Lyrics relate to the visuals
- illustrative - direct demonstration of lyrics.
-amplifying - gives more emphasis to lyrics.
-abstract - no connection to the lyrics - but because it is a music video it is still acceptable.

2)Music relate to the visuals
e.g visuals representation of the instruments
      - cutting on the beat
      - camera movement
      - movement of the body e.g dancing.

3) Demands of the record label
- Selling the brand identity through the use of close ups of the artist. Visual Motif (symbol). This may provide a USP (unique selling point).

4) Intertextuality - reference to other texts (Films books, tv shows etc)
may be specific or as more general reference. It is bery personal to the spectator, it depends of if they have seen the reference as to whether they understaand it or not.

5) Reference to notion of looking and voyeuristic treatment of the female body.
Voyeurism - pleasure of seeing without being seen.

6) Genre characteristics
Different conventions depending on genre
e.g  pop - dance routine.
       rap - materialism.
       Indie - performance.

An example of analaysing a video using these points.
notes
Cheryl Cole - Under the sun
Lyrics relate to visual (SUN)
closse up of her.
People looking at her and she looks at us.
Cuts to the beat.
Dance routine - genre characteristics.

Temporal editing - cutting between day and night.
Intertextuality - raining men.

Refernce to voyeurism - in depth
The camera focusues on her legs/waist, her costume encourages this as that is what is on show. There are mid-shots of her body whilst she is not looking, creating an illusion of voyeurism. The camera tracks slowly and tilts occasionally, so the camera movement is like someone actually looking at her. This places us in a males point of view. This increases a target audience, appealing the women with aspirations as well as men. This is a representation of the way women 'should' look, shown by the way men as well as women look at her in the video.