Released: August 19th 2011
Ownership: Syco Records
This was the debut video for the band and is known for being a stereotypical 'boyband' video consisting of the boys running around after girls. This video is interesting as the male gaze isn't so present. Obviously the band are attempting to gain attention from the girls, however, the camera does not follow this as fans of the band are generally girls who are more interested in seeing the boys, hence the topless scene. Interestingly, it was filmed on the same location as Blink 182's video 'All the Small Things' which was a video made to mock stereotypical boy band videos, made over a decade before 'What Makes you Beautiful' The beach film helps give the impression that the band live the desirable life in California (where it was set) making them more appealing to the audience who will then go on to purchase more copies of the song.
Many close ups where used to, again, let the audience see the band which is likely to be the primary reason they are watching the video. This presents how it is a typical boy band video.
The target audience for this video would be females 17 and under because that is the same fan base for the band, who are almost the theme for the video.
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