This video has all of the conventions that is associated with a typical rock band, making it a highly effective promotion for the song. The main color scheme used in this video is black which is generally known to be a favoured colour used in rock videos. There is little lighting throughout the video, only the face and instruments are highlighted. This sense of darkness brings a depressive and cold atmosphere to the video and its viewers. A few of the shots look as if they are tinted a slightly blue colour which isn't necessarily seen in other rock videos as blue is generally quite a calm colour. I think that the video begins to become slightly more positive towards the end as the colour seems to lighten and bring more of a warmth to the shots.
Many of the shots are focused on the lead singer with the band situated behind him this is highly typical of rock bands. They are shown playing their instruments where as in pop music videos it is unlikely for the artists to be seen with their bands. In this video each band member has their own shot, the third screen grab shows a birds eye view of the drummer, I think this shot is effective as it is easier to see his actions than it would be if the camera was in front of him.
I feel there has been alot of effort put into the band performance and their action shows the true emotion which is seemingly frustration and anger, which also makes it an effective promotion of the song. The lyrics say, 'I've been wrong, I've been down to the bottom of every bottle' connoting he has been 'drowning his sorrows' by turning to alcohol for an escape of pain and loss of the girl he is supposedly singing about.
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