Andrew Goodwins theory

Andrew Goodwin believes in a number of points to make a music video, and  there are a few different ways to make music videos, such as;
-Illustration; where the video tells a story of the lyrics, dance is also used to express the feelings/atmosphere of the song.  In this video, Beyonce sings about them being together and the music video portrays this.

-Amplification; when the video adds new layers of meaning and doesn't have a simple story line.
In this video they sing about a specific man, who never appears in the video.  It is only ever them in the camera being (beautiful).  

-Disjuncture; where the video contradicts the lyrics meanings.
Both Eminem and Rhianna are singing about is how much of a great team they are but the video portrays how much she hates him.

Pop videos often rely on a lot of repetition, the same image can often pop up in the chorus or verse.  Usually pop videos have a beginning,climax and ending  this then ties-in with the song.  The repetition of the video with the song makes it familiar to the audience so that if it comes on, on the radio people with then recognise it.  Certain genres will portray women in different ways.  Genres like hip-hop and heavy metal, portray women as objects to look at.  Where as women like Lady Gaga, Beyonce and Madonna present themselves this way for a reason.