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She states that the music video may end in a very vague way leaving the audience curious to what may happen next. This sort of 'open ending' is seen in the music video of "The Hills" by The Weeknd, where the artist finally reaches a room however the audience are left confused by the meaning of the setting or the people inside. The video ends with this and we don't know what happens next.

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which means the audience are having to engage more to figure out what is going on and therefore have a stronger impression of the song.

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Vernallis argues that a music video can be a sort of visual representation of what the artist is trying to portray in the song.

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The artist is almost always at the centre of the shot as a focus point, taking up the centre of the frame suggests their importance to viewer, which makes the artist more memorable.

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Helps  us not see the face and body as just an object. The audience build a connection with the artist as they feel the artist is talking or singing directly to them. This therefore leaves a bigger impact on the viewer after watching the video- they are more likely to remember the song and artist.

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All of these close up shots were taken in the first 25 seconds of the video (plus more which i did not screenshot). This sets a clear recognition of importance of the artist.

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Loads of quick shots that cut to the beat. Here is an example where we can see 7 different shots in 11 seconds. This technique helps create a pace and rhythm for the song and video, which draws in the viewer as they try to follow what happens in each shot.

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There is clear colour grading to set the mood. Here there is a purple-ish tint which makes the shot look calm and harmonious. Different tints in videos suggest different tones, which reflect the mood of the whole song (and often the story line). Darker colour grading may suggest a heart-break or more emotional song while bright colour grading may be used on a happy song such as 'Uptown Funk'.

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This was also an obvious edit, which focused the viewers attention on the artist and creates disorientation.

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Slow motion- amplifies the action of the artist. This is very popular in music videos and gives the viewer more time to process the shot. Alternatively, it might be used to make the shot more dramatic or unique, which would mean it stands out from the rest of the shots.

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''Continuity'' editing is broken in order to bring attention to what is on the screen.

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''Continuity'' editing is broken in order to bring attention to what is on the screen.

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Edits are made obvious to draw attention. Vernallis argues that music videos must create ''a sense of disequilibrium'' and force the viewer to connect the lyrics with the visuals as in the end the video serves to draw attention to the song itself.
She also states that the "disjunctive editing" of the video helps keep in sync with the "ever-changing surface"  of the song itself