The genre for this music release is pop as Ariana tends to produce her music specialized in the pop genre, This video however is probably aimed at teenagers again, like her normal music videos.
Her costume change is similar to the costumes she tends to wear in other music videos presented in the picture below. She tends to draw in the male gaze (Mulvey's theory) by wearing rather short dresses and crop tops etc. which connotes that her main target audience is teen girls as they are likely to be drawn into her sense of fashion but also attracting the make gaze through wearing revealing clothing.
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Ariana's music video is most likely to be aimed at teens once again. The use of animatic monsters and graphic scenes of her shooting creates a magical scene. These scenes are used to attract the younger age groups and draw them in to the video.
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In terms of synergy, the colours of purple, metalic silver and white is often used in this video which also comes up in the first shot of the music video. We can see the purple, metalic tones and whites in the music video when she's performing quite clearly, especially in her choice of costume. The whites are used in the background colour and the details on her face (stickers). The tones of purples and pinks are used as a graphical background theme as we can see above from the gif image.
The use of camera in this music video is significant. There are many different uses of camera angles, editing, mis en scene and sound used however, I have realised that the use of tracking shots are constantly used to emphasize on the rhythmic beat of the music video as well as different forms of close ups eg. extreme close-up. Ariana appears also to break the 4th wall (relating to the Andrew Goodwin's theory) which makes creates a stronger connection with her fans.
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