Theories: Andrew goodwin

Illustration: Always cuts on the beat, image illustrates the literal meaning of the lyrics (often with band singing and dancing), band image- singing- dancing- playing instrument- dresses as would be expected.

Amplification: Cuts to beat and off the beat to emphasize features (changes in music), image amplifies lyrics and a narrative may be used that wouldn't be picked up from the lyrics alone (more of an interpretation), band takes on fictional role in narrative.

-'This Ain't A love Song' is a good example of this. The body language shows the concept and there are quite a few stories and emotions shown.

Disjuncture: Music cuts off the beat sometimes (this is a sign of a badly made music video), images that don't relate to lyrics and sometimes well established bands do this and can afford to take the risk, band takes on image that is nothing like or the opposite of their expected image. For example, the lead singer of Texas dresses up as Elvis.

Daft Punk, 'Da Funk' is a good example of this (director Spike Jonze).