AMBER - Goodwin's theory

Andrew Goodwin was the director of the Music and Organist at Bangor Cathedral for 37 years.  Goodwin has presented a theory about how music videos are promoted through the use of the visuals in the song. There are three ways in which a music video can do this; they are, through Illustration, Amplification or Disjuncture.

The definitions:

Illustration – The video uses a set of images to illustrate what is going on in the lyrics, so we can see what the lyrics mean. The persona will almost act out what the lyrics are saying and images will be shown that are directly related to the words. This can also help us to define the genre of a music video and this is the most common method of promoting a music video.

Amplification - This gives a new meaning to the music video. The images used are not of direct relation to the lyrics but still hold some kind of connection to the theme of the song.  However, it is not rigidly structured to defining what the lyrics mean like in the Illustration method. This method is flexible because the meaning and effects can be manipulated into your own vision so we see the video in a whole new light.

Disjuncture - This is where the meaning of the lyrics is completely ignored. Random images are shown that are not related to the theme of the song at all, which may confuse the viewer but can be used to give a completely different effect and vibe to what the lyrics are actually about.