Video 1 - Florence and the Machine: Rabbit Heart.
This video give the feeling of being set back in medieval times, this is mostly shown through costume and props. The males featured are wearing velvet waistcoats and frilly shirts whilst the females are wearing very feminine floaty dresses. Florence's costume is the most extravagent as she is wearing a long pale green dress and a jewelled headband.
The props shown are all made from wood such as a coffin and a table, there is no metal or plastic furniture which is a further indicator of the time period. Due to the nature of the song (Rabbit heart) the filming is slightly erratic with lots of close ups jump cutting to long shots. This makes the narrative harder to decifer, however the general story line given appears to be a celebration and banquet followed by a funeral which suggests a ritual theme throughout the video. The genre of the video seems quite indie and unique as it gives a mystical vibe. The natural setting of woodland and a river compliments all the greens in the costumes and helps portray the closeness to nature and lack of man made items. The camera also uses a blurred effect on some close ups which again helps to achieve the dated feeling. The audience I think this video is aimed at is a mainly older female audience 17+ as I don't think younger children would be able to fully appreciate how the nature theme is consistently represented in different ways.
This is a link to the video: http://www.youtube.com/watch?v=7nxO-yPQesA
Video 2 - Florence and the machine: Drumming Song
This video has less of a nature vibe as it is set in a church hall/ dance studio. The costumes are also more modern, black sequin leotards, but the long sleeves and cape again create a floaty quality. This costume contrasts with the previous costume
of a blue felt cape, this is portrayed as the more religious aspect of video as in the section Florence is very composed and holding her hands together as if praying. Although the narrative is not clear for the video it does show her breaking out of her composed religious stance into very energetic dance.
The shots are again quite fast and jumpy but blurred effects are not used as it is clearly set in modern times.
This song would have the same audience as 'Rabbit Heart' as I don't think younger children or a bigger male audience would fully be able to appreciate the emotion show through areas such as her dancing.
This is a link for the video: http://www.youtube.com/watch?v=pwsg3Czyl78&feature=channel
