Disclosure are an English Electronic music duo who formed in 2010. This video for 'Grab her' focuses on one concept, the idea of antigravity which is abstractly displayed throughout by random objects propelling towards the ceiling, so having to be 'grabed' or tied dow. It is not a literal representation of the repeated lyrics "grab her" as the female isnt actually being grabbed, it does still illustrate the fact that there is something to grab onto and rather than grabbing 'her' they are still grabbing the gravity defying objects. This abstract idea appeals to the audience that would generally be young adults that go out partying and enjoy dancing which is the typical audience they hold as a band, as it is a Electronic dance track, and the abstract video is showing a man having a good time, it is also connoting the idea of hallucinations and being high, as some may be at a rave/dance party. This therefore promotes the duo as fun artists, who want you to have a good time listening to there music, and the idea of a floating objects connotes a lack of control which implies the band want their listeners to lose control when listening to their music. 

 

From 0:07- 0:20 seconds into the video we are shown an establishing shot showing a man attempting to celetape his desk objects down. This shot slowly zooms out shwoing us several objects on the celing that should not be there in normal life which instantly tells the audience it is an abstract video. At 0:31 we can see a mid shot of one of the workers putting up his middle finger to the boss. This adds humour to the video and appeals to the young target audience as they typically find swearing a common funny thing to do. It is clear that the man also dislikes his boss which is stereotypical of middle aged men which therefore makes it relatabel to the viewers (personal identity-uses and gratifications theory). Another part of the video that aims to be funny is when it gets to 1:34 of the video and the boss sticks a postit note on his window saying 'grab her' and a doodle of mens genitles. The target audiecne are known for finding sexual humour entertaining and it also adds a layer to the meaning of the song as it implies that it has a rude underlying meaning. This is further emphasised when we are shown a two shot of the main male (boss) and his secretary as he slaps her bum and her skirt flies up. This suggests that women are demoralised in this video which creates entertainment for the male target audience. This is effective as young males are typically a fan of electronic dance music which is the known genre for disclosure. As the end of the song approaches the tempo rises and the camera shots and what we are shown match this. At 3:29 we can see that the boss (who when he touches things lose all sense of gravity) is about to give a hand shake to the aisan partner in an extreme long shot which also shows us the horror of the co-workers who know what happens when he touches things. This is made clearer when we are shwon a close up of a horrified female worker at 3:30 which then transitions into a extreme close up of the asian mans hand which increases tension for the audience implying that it would be dangerous. 

 

Mise-en -scene also plays a role in the effectiveness of this video. At the very start of the video we can see that the main character the boss is wearing old fashioned glasses. This implies that he is geeky and uncool which is a stereotypical representation of people that wear glasses. 9 seconds into the video this representation is continued with the other characters in the video that work there. The only character that seems to be deemed as 'normal/relatable' (personal identity- uses and gratifications theory) is the factory worker we see at 0:30 as the concept of the video is taking the mick out of office workers. High key lighting is used throughout the whole video as the general atmosphere is comedic and it also adds realism to the video as the offic setting is an everyday environment. At 0:53 we are shown a computer which is clearly outdated and old fashioned which emphasises the representation that the office workers are naive to modern concepts and ideas. Another prop used is a small dog held be the female worker at 1:01. This represents her as materialistic as it is stereotypical that posh women carry small dogs which continues the theme of the demoralising of women characters in the video. 

 

It is clear that editing has been used to create the abstract scenes we are shown. At the very start of the video it appears that a man is driving to work however we can also see that the car is not actually moving and a green screen is used. Therefore editing has been used to adjust the background to create a motorway scene. The transitions used throughout the video are simple straight cuts which emphasisses the concept of realism and everday life. Continuity editing has been used to ensure the video flows correctly. For example an eyeline match is shown at 2:01 of the two asian men looking up to the ceiling this intrigues the audience as they wonder what they are so interested about. Then the eyeline match is completed when we are shown the object of intrigue which was a fish stuck to the ceiling. As a result the audience feel pleasure in being a part of the events in the video and makes it more realistiic to the viewers. As the track's genre is tehno dance the editing is fast paced to alone with the actual beat of the song which increases excitment and allows the audience to listen easily.