This music video is by Rihanna and the song is called 'Cheers'. Rihanna is a popular solo R&B artist. Throughout the video the images we see are illustrated to the lyrics that we hear. The video is upbeat and exciting, like the song. The shots in the video have a wide variety of colour and there are a lot of references to Rihanna's Barbadian background. At the beginning of the video we can hear fans chanting Rihanna's name - this immediately creates an exciting mood and makes you feel like you want to be involved and to become a fan as well. When Rihanna sings the lyrics "lifes's too short to be sitting around miserable" the video is at disjuncture with the song and contradicts the lyrics. We see her driving through a sunny town with a huge smile on her face - the opposite to miserable. The shots of Rihanna singing live on stage are a promotion for her live shows. After watching the music video people will want to be part of the chanting and singing so will buy tickets to see her. This is an effective way of marketing. Voyeurism is used throughout this video to show Rihannas sexy attitude. This is created through her choice of clothing, make up and her seductive style dance moves. I think Rihanna can be seen as a role model for teenage girls.
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