video: http://www.youtube.com/watch?v=m34xyw8E-Qs
Down, down, down
With currently 13,555,114 views and 32,117 comments, Jay Sean’s music video “Down” featuring Lil’ Wayne continues to be viewed on YouTube around the world. With its hip hop beat and stylish dance moves; the music video targets any person who enjoys hip hop/pop music. Teens more so then adults may be attracted to the video. “Down” focuses on a very unrealistic lifestyle that most parents wound not promote to their teens. The life style that is being shown is wealth, elegance, and partying. Elderly people, young children, and those who do not care for this genre of music are excluded from the population who enjoy the video. Within the video it is clear that people who are overweight are not included. It is clear that overweight people are not included because they are not shown in the video. In our society overweight people are generally over wieght people do not appeal to the majority of the population.Why you ask? The producers were going for a very sexual appeal and sadly in this society, overweight is not sexy.
The video begins with a purple and blue rose. Purple alone signifies extravagance and mystery. Blue alone symbolizes calmness. Combined these colors represent stability and security. As the video continues it will become more clear as to why this opening scene is so meaningful. Right at the fourth second of the video Jay Sean appears with no shirt on. When a half naked body is shown it is an immediate symbol of sex. Especially since he is so muscular and fit. The iPod is hit, the chandelier drops, and the whole mood changes. When the chandelier shimmers and the sound affects goes off, it makes the mood magical. Then comes the alcohol, at twenty seconds. How could there be a magical and extravagant night without alcohol?
Thirty-three seconds; that is when the doors are opened for Jay Sean. And two seconds later a girl is already rubbing against him. It is apparent that Jay Sean is important because among all of the dark colors he is wearing white. White stands for purity. Although Jay Sean’s backup dancers are wearing white (fifty-six seconds) he still has precedence over them because he is at the front. Jay Sean uses the darkness to mask the people in the background so that his white shirt sticks out more. The producers also may have chosen the dark colors to mask the skin colors of the other people in the video. At a glance everyone looks African American but if you take a closer look there are white people in the video. This is an important factor to the video because Jay Sean is an African American and some people think that the genre of music that “Down” is, is considered more apprechiated by the African American population. This reason is slightly unrealistic because anybody can like hip hop music. The producers may feel that using the darker colors to mask skin colors is important to show that skin color does not matter. it could go either way.
At one minute and thirty-two seconds it appears that Jay Sean pulls down a purple shade and the screen is covered. This second signifies the mystery and stability he wants his girlfriend to have. The color creates a sense of pathos. The color creates an emotion. Immediately following the purple screen everything turns blue. Blue is the calmness that he wants his “girlfriend” to have. At one minute and thirty-nine seconds Jay Sean and his girl are one in the same. After this the screen continues to have a blue filter. At one minute and fifty seconds Jay Sean has two different girls rubbing all against him. Since the screen is still blue he wants his “girlfriend” to stay calm and trust him.
One of Americas most famous rap artists, Lil’ Wayne, hits the screen at two minutes and twenty-three seconds. When he comes on, the screen turns red which symbolizes power. Once Lil’ Wayne begins to rap there is a women in a short dress dancing behind him. Her figure contradicts the meaning of love in the song and symbolizes lust instead. Some listeners may not think that Lil’ Wayne’s portion of the song fits with the rest but some of his words are meaningful. He raps, “I’m fightin’ for this girl on the battlefield of love” meaning he would do anything for his girl, which Jay Sean is trying to say throughout the song. In order to understand this portion of the song it might be helpful to know the state of the American economy right now because seconds later Lil’ Wayne says, “I’m down like the economy.” The song itself is called “Down” and the fact that Lil’ Wayne incorporates Americas economy is very clever. Incorporating what is going on in the country is a good example of ethos. Refering to the economy creates a sense of credibility in the song because it is talking about what is going on in the country right now.
As money signs and the words “cash money” flash in the background for the second time at three minutes and nine seconds, the words in the song are “No need to worry.” The message behind this, that money brings happiness. In this music video women are definitely being marginalized. When the bottom half of a small girl in a short black dress is shown, a few seconds later Lil’ Wayne smiles and sticks his tongue out. At the end of the song the color switches on and off from red to blue really making it obvious that Lil’ Wayne is a powerful figure. The screen is only red when he is being shown.
In the last seconds of the video Jay Sean and Lil’ Wayne shake hands making them look like good friends. Lil’ Wayne helps make this song more credible. He does so because he is a very dominant figure in the music industry. With “Down” being Jay Sean’s first hit single in the USA he needed Lil’ Wayne to help make his music be known. The use of Lil’ Wayne to create credibility is a way to use ethos.
The purpose of this video is to make it appealing to the audience. The producers did a great job of making this video visually appealing. Throughout the video the color scheme is the same. The only time that the scene is somewhat different is when Lil’ Wayne does his rap. Even though the scene is different there is still a girl in a short dress dancing in the back. Also the purpose is to show the viewers what is “cool” and how “stars” live. This video makes this lifestyle seem apealing because Jay Sean seems to be able to get any girl he wants and many teens want to be able to get whatever partner they want. The video also makes the “star” lifestyle look fun and exciting. It looks as though no work is needed. The song inspired the video, like most songs do when it comes to music videos. Along with the visual appeal this video has a very emotional appeal too. The beat is very up lifting and makes people want to dance. If viewers do not watch the video closely they may get a mixed message. “Down” is actually a meaningful song and video. Just because Jay Sean has a male alter ego, and women are all over him, he still chooses the girl from the beginning.
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