Ed Sheeran fits into the genre of Pop, however this music video doesn't contain all the typical conventions of a Pop video. The whole video is in black and white, which creates a very dark mood. However, it fits with the meaning and lyrics of the song well. There is a range of interesting camera shots used within this video, including close-ups, long shots, and over the shoulder shots. This adds to the suspense and exitement of the video and gives different points of view of the frame to the audience. There is also very good effects used in the video, especially when the girl is sat on the floor and everything around her is moving fast. This gives the viewers an understanding of what her life is like and how she feels, which helps to generate sympathy for the character. Costume is also another aspect which makes this video succesfull as it shows the viewers exactly what this character is like and what the video is about.
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