Story: This video has a clear narrative that is told in reverse. This helps interest the viewer as the song has a relatively slow tempo. Also, Chris Martin, the lead singer of Coldplay, is the main focus of the video which will appeal to Coldplay fans.
Setting: The whole video is set outdoors in several different locations, including a highstreet, basketball court, woods and train station. These locations fit the story that is being told, whilst also helping to interest the viewer.
Characters: Chris Martin, the lead singer of Coldplay, is the main character. He is very well recognised as being the frontman of Coldplay and so helps to sell the song. The other vital character is Chris Martin's character's girlfriend. The love story between the 2 characters featured in the video will appeal to the majority of the band's audience.
Costume: The clothing worn by the characters in the video is plain and dull, which fits the slow tempo song well. Dressing the characters in ordinary, everyday clothing also helps the audience (average, working class members of the public) to relate.
Lyrics: The lyrics are meaningful and emotive, much like the story being told in the video.
Special effects: The entire video is played in reverse, whilst Chris Martin sings the song. This must have been extremely hard to film as Chris would have had to learn and sing the song backwards during filming, so that the song would play as normal once the video was put into reverse. Telling the story in reverse is unique and interesting and so helps to maintain the viewer's attention throughout the song.
Camera angles: There are many mid-shots and close-ups used. The close-ups are vital as the song and video are emotive, and close-ups help to portray this. The editing throughout is slow to fit the slow tempo.
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