Both these videos contain dancing throughout them. Performance is common within pop music videos. Both also have a very positive message and the people with the music videos are seen smiling. Positivity is also often seen within pop music videos. The two videos also have the people within them wearing contemporary, fashionable clothing. This is also commonplace within pop music videos.
These adverts and digipacks all feature the main artist in the very centre of the main images. On the One Direction pack, all five boys are shown in the centre of the front cover. This centre placement is commonplace throughout pop music adverts and digipaks. They're also dressed fashionably and all seem to have a set colour theme/main colour. Jesse J is black, Ellie Goulding is Gold and One Direction has blues and yellows. Colour themes matching to the artist are also common within pop music adverts and digipaks.
This theory will affect the production of our music video. We will make sure to follow the conventions expected for a pop and charts music video, such as heavily featuring the artists with close ups and having a clear colour scheme.