Analysis of a Video Text

When assigned this prompt I was immediately drawn to this music video my buddy from my rugby team shared with me. This music video is a promotion for 1989's Rugby League. Although this video is rather outdated, it is absolutely comical. Everything from the mullets to the mustaches gives it that classic 80’s vibe. It starts off showing the hard work ethic of these rugby players in a rather scandalous way. It then shows the rugby fans enthusiasm for the Winfield Cup. The video views these rather masculine athletes, training with their shirts off and getting female attention by autographs and cheering. It also views these rugby players as “family men” by showing a player pick up a little kid and hug them. The main focus of this video seems to be the sweat and dedication these players are putting forth in their training, to give the fans an outstanding Winfield Cup.
Although rugby is seen as a sport predominately played in the UK, Australasia, and French Polynesia Tina Turner is the voice of rugby league. Tina Turner is regarded highly in America and I was surprised they used her rather than a star from the UK. This video was probably not played in the U.S. however; the main theme of this video could be understood by most cultures. I feel that this promo is continually reinforcing the fact that with hard work and dedication, you can be a part of something great. It demonstrates a solid hard hitting game that takes hours of training to achieve something great such as the Winfield Cup. At the end of the video, it reemphasizes the importance of the Winfield Cup by showing the grandiose trophy awarded to the winner of the league. I definitely see this video targeting woman, bearing in mind that it continually shows these athletes smiling and working out in little clothes. Some might be appalled by the outfits worn in the video, but regardless, sex sells. It has been clearly shown that attractive women and men in skimpy clothing attract attention whether they are athletes, musicians, actors, or actresses. I also feel that this video is minor in terms of inappropriateness compared to the music videos of today. The sex appeal shown in this video is not exclusively highlighting the athletes but also Tina Turner as well as some cheer leaders. In conclusion this video may seem absurd, but it is demonstrating the hard work ethic of these athletes who are working towards a great goal.

http://www.youtube.com/watch?v=tXIzp0ok24I