Target audience

The whole point of our video is for the audience to be entertained throughout the song, enjoy what they are seeing as well as what they are hearing, an active audience. This creates diversion for the audience, as a theme of the video is dreams this could help them escape from the pressures of every day and the light and fun mood of the video emphasises this. There is a strong relationship of music to visials as the visuals follow the lyrics. We havent always gone for the literal sense of the lyrics but for example we have taken the word 'fly' literally. This is included in our narrative, our character is also escaping the pressures of everyday life encouraging identification with the audience even if it is unrealitic. When she is flying, that is when she is happiest going with the flow with no worries, when life isnt passing her by which i think the song is about. I think this video encourages the audience to not take life so seriously, so would be suitable to all ages to people that would get the meaning, and to others just a really good video!

accomidating to two types of audiences

To accomidate to a focused audience, we have structured narrative with deeper meanings. The song to me meant that Ellie goulding felt like life we passing her by, she was there but wasnt enjoying it but the chrous sounded different to the verses so we made the chorus her escape. This is what the audience will get when watching the video something to think about. Not only this but we have included detail sketches to make the animation look more realistic, such as alternation bird sketches to make the bird look like it is flying instead of using the same one, of having the baloon pop instead of disappearing something we hope will make the audience interested and want to watch more. We want them to feel like they are interacting with the video and have a response to it rather than just watch it.
To accomidate to an ambient audience, we have the video cutting on the beat with a simple narrative to follow if you do not watch it closely. There is quick jerky editing as we have used i-stop-motion to follow how the music sounds so it would be what they expect.