Fight for this love(2009) - By Cheryl Cole (Video Analysis)

Fight for this love seems to be a concept based video with heavy elements of performance thrown in their which shows that is is similar to that of a typical RnB video. The video starts with a close up of the singer(Cheryl) as this is the first track she has made as a solo artist and it stresses the importance of promoting her new, stylish, independent image. In addition with the use of SFX we can see her name spray painted on walls repeatedly to promote herself which can tie in to Goodwin's theory of the artsit selling themselves. The concept revolves around that of fighting for those things that matter to a person, before they are lost, and never yielding.

The shots used in the video, tend to be more close up than anything else, while the whole video itself seems to be quite digitally adept and appealing with it's variation of SFX in the background the camera tends to focus around the lead singer herself, which relates to Goodwin and his idea of the video tring to promote the artist, which in this case it does.

The use of costume used in the video also pulls attention to the lead singer, she seems to be fond of the colours black and red, which break her away from the rest of her dancing troop as well as again focusing the camera onto her. She is also later shown to be seen wearing new things never seen before to the public eye as if she is trying to set herself up as a fashion icon to her audience. Some of her clothes may also be seen to be fairly provactive similar to Mariah Carey's video "Touch my body" which could suggest that Cheryl is trying to attract members of the male audience with her body.

Her video is maily performance based, which we can see from the very beginning and the lead singer is always positioned in either the front or center of the dance troop, which shows her to be the focus which is seen to be the case for many R&B artists who utilize a group in their videos who imitate and revolve aroun the lead singer in many cases. The lyrics in the song, tend to relate more to the concept of the video(as mentionned in the intro of my analysis), but at times we can witness an illustrative relationship between the lyrics and the visuals as Goodwin suggested- such when she says "Back to the start" and we can see her backing up against a wall. In addition the re-occurring colour of red in her video signifies danger, passion and lust all to due with the concept of her video. She also establishes a connection with her audience, as we can see her point to the camera referring to her audience as "You..." which relates to Goodwin's theory of voyeurism as she is clearly including the audience in her performance.