Narrative and Performance
In this video there are two narratives portrayed throughout.
The first narrative is of Madonna being impressed by the Hollywood fame and
riches. The second narrative is of the Hollywood director falling for Madonna
and trying to win her over, but realises that all the expensive jewellery and
items are not the way to win her heart, so he pretends to be penniless so she
would go out with him.
The overall concept of the video is of Madonna as an actress
playing a role of a gold digger, but when she’s off camera she just wants to be
like any normal girl who likes the simple things in life, and in the end falls
for a normal guy with an ordinary car.
The Star Image
The star image of Madonna as an artist is a very powerful
factor in the video. She is seen wearing wonderfully expensive designer clothes
which are incredibly striking and make her stand out. The colour is vivid and
intense against the black suits of the other characters which makes her the
centre of attention. She is wearing expensive and sparkly jewellery which
defines the term “material girl” as the jewellery is materialistic. The use of
the Ferrari is also chosen to promote her star quality as this is an extremely
rare and prestigious car. She is driven around as if she has her own chauffeur
which again promotes her star quality.
There is also an element of promotion of Madonna as a star
as there is a separate narrative thread which follows the journey of Madonna
and her role in a film. She is seen discussing this role with the two
directors. This promotes her image as a famous film star.
Voyeurism
There are many examples of voyeurism in the video Material
Girl. At the beginning of the video Madonna is performing on the screen and two
characters are talking in the cinema. They are directors who are discussing her
involvement in a film they are producing. Another example is where Madonna is
in the changing rooms.
Technical Aspects of the Music Video
Mise-en-scene
Throughout the video Madonna presents a stereotypically
blonde Hollywood actress, materialistic and sexy. Throughout the clip there is
a main colour of pink, which is stereotypically associated to women, the red
background and the pink dress Madonna wears are also typically linked to women
as it is seen to be a very feminine colour. There is a very stereotypical
representation of celebrities as wanting expensive items and clothing. This is
contrasted in this video as Madonna refuses the expensive items and in the end
settles for an old farm truck. This goes against the stereotypical
representation of the Hollywood celebrity as they are typically represented as
having large amounts of luxurious items and clothing.
The colour pink Madonna wears is contrasted by the brown
colour worn by the director which connotes a very common and dull outfit.
The long gloves, glamour and the fan are all signifiers of
luxury, which is shown off by the simple background. The simple background
makes Madonna really stand out, which connotes her status in everyday life, as
she would stand out in a crowd of normal people.
When the male dancer is lying down Madonna comes and puts
one foot on him. This connotes of her power and ability to stand over the male
community. It also connotes that the male is just her plaything and there is no
romantic connection between them.
At the end of the video Madonna is seen to wear a white
dress. The white dress connotes of her purity and innocence, which is
reinforced by the white flowers the director gives her. This goes against the
stereotypical representation of the Hollywood celebrity as they are
stereotypically seen to want the luxurious items and money and won’t settle for
anyone without those two qualities.
Intertextuality
During this video Madonna makes a clear reference to the
Marilyn Monroe film “Gentlemen Prefer Blondes” where Marilyn Monroe sings the
famous song “Diamonds Are a Girl’s Best Friend”. This ties in clearly with the
overall meaning of the lyrics of Material Girl which is based around
femininity, materialism and desirable wealth. Madonna has copied the
mise-en-scene of the Marilyn Monroe film using similar clothes, and settings. This
signifies a respect for the work of Marilyn Monroe and serves as a tribute to
her.
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