Andrew Goodwin. Pop Videos Can Be Used To Reinforce A Brand Image: Katy Perry

Goodwin says pop video are often used to reinforce an artists brand image. This blog will explore how far this is true with regard to Katy Perry. It will also examine how pop videos reflect her private life and to reconnect her with her target audience.

This video shows many narratives throughout the song. All the narratives are to do with people overcoming their self confidence and doing what they want in life. One of which was a girl who was not comfortable with the way she looked and overcame this and got into a bikini and had fun with all of her friends. This video is a very inspirational video as it helps alot of 12-15 year old girls (her target audience) confidence about their current situation. This video makes Katy Perry look like an older sister which her target audience can look up to and idolise.



Katy Perry's next video further backs up her image of an older sister figure to her target audience as it shows that she is not afarid to make a fool out of her self and even after her make over is complete she doesnt want to alienate any of her fans so she mocks the way ''pretty girls'' acts by wearing odd shoes and finding it hard to walk in her high heels. This video can relate to some of her audience especially the young girls because Katy Perry is showing it doesnt matter what you look like you can still fit in and have fun. Again it can give confidence to her audience because they she Katy looking ''ugly'' and still fitting in with her friends and having one of the best nights of her life.

After this Katy Perry met her future husband Russell Brand who is an adimted sex addicted and is a very sexually orientated person. Once Katy and Russell was in a relationship Katy brought out her video for 'California Girls' it showed Katy to be very raunchy by her having hardly any clothes on, and at one point none on whats so ever. Obviously Russells ways had rubbed off on Katy. This damaged Katy's image as the older sister idol and started to change and she started to show more of a sex appeal which is not what her target audience wanted to see.




 After Katy's marraige with Russell Brand had finished she was in the press for wrong reasons. So she then had this video of 'Wide Awake'. This video starts off where 'California Girls' finished with Katy naked on the cloud, then someone hands her a towel and follows her to the dressing room for a brief moment you think that the man is going into the dressing room with her but Katy quickly dismisses him by saying 'Bye'. This shows that she has less sex appeal now. It then transistions into the actual video for 'Wide Awake' where it is all dark and black, as she travels through the maze there is one strawberry which i think symbolises the apple of eden, and also Russell Brand. She then takes a bite as it represents the apple of eden, it is obviously a bad fruit, just like Russell Brand was bad for her life. She then meets herself but in a younger form to show that Katy's innocence to the world is back. She then travels through the maze meeting journalists that are in the dark, showing that they have been evil towards her, and also a man on a horse, who again symbolises Russell Brand which Katy Perry punches in the face a creates a heart hole in the wall.