I chose this video because I really like the visuals and lighting used. I think that the video is ascetically pleasing with then sun coming through the corn fields and how at the beginning the people look like silhouettes. The song starts off slow and in some parts speeds up just like the video, everything is very still towards the start and the video cuts slowly at a steady pace but then cuts much faster as well as the people dancing more and there becomes more movement as the song becomes more upbeat, this fits well because we, as the audience expect this will happen and wouldn't look right if it was still slow on the chorus. There doesn't seem to much link between the video and the lyrics which some views may want to see because it helps them relate to what they're watching and understand the music more. Throughout the whole of the video their is a lot of focus on the artist, at times it cuts to other people but always comes back to Ellie Goulding this makes us as the viewers aware of who the singer is and we are constantly reminded of who she is this is also something that Andrew said was common in a lot of music videos and a lot of record labels seem to want. Ellies music is generally liked by the younger(teen) female audience who are into indie pop/pop, in this video Ellie seems to be dressed how her typical target audience would be dressed (oversized jumpers etc) this works well because it may engage her target audience as they can relate and take notes from the way she dresses and the way she looks as well as enjoying her music too and may even make them want to view more of her videos because of this.
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