10 FRAME ANALYSIS | Tough Love - So Freakin' TIght

Tough Love - So Freakin' Tight

FRAME 1

The first frame is an establishing shot of an outdoor swimming pool. The weather appears to be sunny with blue skies. This is typical of dance music, where the setting is normally sunny and happy in the summer. For example, beaches feature a lot in dance music videos. (Outdoor) swimming pools are typically associated with young people and having fun during the summer, especially as this particular pool appears to be a typical neighbourhood pool. This is suggested through the relatively small size of the pool and lack of professional equipment. In the background there is a distinct lack of buildings, implying the setting may be a small town.

FRAME 2

This scene shows the legs of a lifeguard walking along the side of the pool. He proceeds to pick up a suncream bottle floating in the water. The words "Tough Love" can be seen printed on the bottle. This subtle scene acts as the title screen as it promotes the artist in a creative and interesting way, which is more likely to be remembered by the audience. In the background there is the water which appears clear, clean and refreshing. 

FRAME 3

This frame shows the lifeguard bursting out from a small fabric hut. He is only wearing very tight trunks and sunglasses, and seems to be middle-aged. This adds to the comedic effect and light-hearted nature of the video. It also subverts the expectation of someone this age, as they are normally portrayed as reserved or boring. The overall style of video is retained, with the warm colours and sunny weather.

FRAME 4

In this frame the lifeguard is seen strolling along the side of the pool while women in bikinis dive into the pool one after another. This could be seen as conforming to gender stereotypes as the male is seen as dominating, and the women are slim. They are also wearing bikinis which fulfills the "male gaze" idea. However, the lifeguard is also wearing tight trunks and no top so the same could be applied. Furthermore, as the setting is a pool, women wearing bikinis is completely normal and expected.

FRAME 5

A woman is shown standing, holding a drink and wearing a bikini. She lowers her sunglasses, suggesting she is interested in what she is seeing. The cup of drink, bikini, sunglasses and umbrella all suggest a summer setting.

FRAME 6

A man is shown lying on an inflatable in the pool, again suggesting summer and fun.

FRAME 7

The lifeguard is shown confidently walking and swinging his whistle around his finger. This suggests males are more powerful, however this could be done ironically to add to the humorous video.

FRAME 8

The lifeguard shoves another man into the pool, making the video more funny. This frame shows the whole scene, where the pool and other props can be seen.

FRAME 9

At this point the beat of the music comes in, and the lifeguard is shown dancing in a comedic and suggestive way. Again, this adds to the ironic and humorous nature of the video, and could suggest that the video is actually just a parody of existing dance music videos.

SCENE 10