Todorov's theory

Todorov developed the theory of disrupted equilibrium. He identified that stories follow a typical pattern of;
- equilibrium = The 'status quo' where things are as they should be (calm period)
- disequilibrium = The status quo is disrupted by an event. (unsettlement and disquiet)
- equilibrium = This is restored at the end of the story by the actions of the hero. (renewed state of peace and harmony)

He then went on to progress on this theory;
1) A state of equilibrium at the outset.
2) A disruption of the equilibrium by some action.
3) A recognition that there has been a disruption.
4) An attempt to repair the disruption
5) A reinstatement of the equilibrium.

Our music video could be seen to follow the basic model of Todorov's theory. At the beginning of the video the two girls are seen walking together, talking and laughing which gives the impression of a possible friendship there. However, as the video progresses there are various scenes in which this friendship is disrupted. For example, when one of the girls is pushed into the bush by her 'friend' or which we would now class as 'competitor'. The state of equilibrium at the onset has been disrupted. At the end of the video however, although the competition for the guy is still taking place, another character is introduced. The boy picks her over the two girls leaving them together. This could be seen as a restoration of their friendship as the competition has been won, not by either of them, but by someone else. Their friendship can now carry on.

Music video campaign.

To be able to market our music video successfully, we need to advertise our product in a variety of ways. Although it is compulsory for us to make a CD cover and poster for our music video, we realise that to successfully sell our music video, we would have to add and link as many elements of a campaign together. It is vitally important that we have a synergistic campaign for all the elements to link together effectively. They must all have the same look, something that the audience can connect each element to each other, for example the same unique text.

The poster- This will sell the genre and create the right look that we are trying to sell. It's a teaser for the viewer and needs to catch the attention and interest of the public. These posters could be displayed in adshells or billboards which creates a wider audience.

Promotional interview- The artist featuring in chat shows. The artist could perform life on the show or a snippet of their track could be played during the interview. Again this will increase the amount of people that will be aware of the video and song and will hopefully increase the sales of the product. The artist could also have an interview on a popular radio station, the interview ending with the artist introducing their song to be played.

A spot- This is the time that we would buy to advertise the music video. This spot would be chosen with care as it would need to fit in between a programme that is typical for our target audience to be watching. For example displaying an ad in the middle of a midday children's programme won't be seen by our target audience and those that would see it; mums or young children, won't be interested. That would then be a wasted opportunity and a waste of money.