Codes and Conventions...Taylor Swift - We are never getting back together.

This is a successful music video because.... 

- Direct eye contact with audience.... creates a rapport.
- Wardrobe is fun and funky, showing off stars personality, promoting not only her music but her star image.
- Taylor Swift's stage performance is confident, has obvious presence, and as mentioned before constantly uses direct address to engage with the audience. 
- Theme and lyrics follow narrative of the song and music video.
- Comical value from the main star herself and other characters within the video. (animal costumes and Taylor's own wardrobe choices)
- Notion of looking, Voyeurism evident with some of the clothing that is worn. 
- Actions match lyrics.
- Pace of video fits in with pace of song.
- Strong narrative.
- Attractive characters, including main characters.
- Mise-en-scene matches lyrics and narrative of the music video.
- References to the name of her album 'Red' (lipstick, nail varnish, clothes, furniture)
- Fun atmosphere which involves the audience.
- Interesting camera work and editing. Keeps viewer interested and involved.

- Overall the video is fun and constantly engages the viewer due to direct address throughout the whole video!