Ownership: Syco Records
This was the debut video for the band and is known for being a stereotypical 'boyband' video consisting of the boys running around after girls. This video is interesting as the male gaze isn't so present. This is down to the fact that the band are attempting to gain attention from the viewers, who are most likely fans of the band (generally girls) who are more interested in seeing the boys, hence the topless scene. Interestingly, it was filmed on the same location as Blink 182's video 'All the Small Things' which was a video made to mock stereotypical boy band videos, made over a decade before 'What Makes you Beautiful' The beach film helps give the impression that the band live the desirable life in California (where it was set) making them more appealing to the audience who will then go on to purchase more copies of the song. This was made clear by the opening establishing shot of the beach.
Many close ups were used to, again, let the audience see the band, which is likely to be the primary reason they are watching the video. This presents how it is a typical boy band video as they are presented as heart throbs.
The target audience for this video would be females 17 and under because that is the same fan base for the band. This could link back to the fact that the song and video present a bubbly, lighthearted presentation of youth, therefore showing a clear relationship between the lyrics of the song and the visuals.
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