It starts with an extreme close up almost as a 'key hole effect' this focuses on things the band or stereotypically people in the 80's valued and admired hence why the director of the video felt the need to isolate them, in this case it's a young lady and a beach/holiday destination. Not only does this highlight how people in the 80's admired beauty but it also showed how travel was becoming a main part in their lives as holidays were not that popular until late 70's early 80's (abroad) and if you managed to go abroad you were lucky! After this introduction, it uses quick changing shots of girls in bikini's laying down on a wooden pier going out to the sea, with a cube shape constantly zooming in on the video. It portrays the band members as admirable and rather charming, they're all in different positions on a yacht yet again making the boys seem more desirable. However, I have noticed that the girls in the video are wearing very little clothing, which seems like the only way to show their beauty. Mulvey suggests that women are used in the narrative as an erotic object for the characters (the band) and as an erotic object for the spectators (audience). I feel this is shown clearly within the video as the opening is focused on a woman laughing, her lips and her eyes, two of the 'seduction tools' that women use.
At 48 seconds into the video it shows something unusual. It shows a close up of a lady with a knife strapped to her leg, in an obvious way this can be again referred to sexually. However, I see this as a contrast in dominance, yes these woman are being portrayed as 'easy' in some ways just roaming around the beach waiting to fall into the band's arms, but it also shows how females include weapons to scare men in some ways and show them who's boss and totally showing Mulvey that it's not always how it seems. This could be classed as intertextuality as 'Bond girls' are seen as tough and villainess but have a beautiful figure and delicateness about them the girl in the video holding the knife strapped to her thigh could be classed as acting out or trying to be a bond girl.
Later on in the video it flicks to Simon Le Bon at the front of the boat singing with his band members behind him sailing away in their yacht using a wide shot to get a full view of the beautiful scenery, the sun and trying to show off the bands fashion and good looks. Fiske says that genre's tell us what was popular at the time of the release, for e.g. in the 80's shoulder pads, blue eye-liner, curly afro's, mullets and make-up itself was a key factor in every young/teenagers life, girl or boy. This video definitely fits this theory because of the way they are dressed and act in the video representing the stereotypical 1980's 'pop category' look.
Hodge and Kress tried to say that the genre limits what the band can do in a video and in this case making Duran Duran look like a typical boy band, every girls heartthrob. All the members in this band are very different unlike other bands, the uniqueness of Nick Rhodes for example is a total contrast to how a normal boy band member would be. His quirky fashion and the vanity he shows within how he looks is totally different as you can tell he styles himself unlike other bands. He doesn't smile in the video, early on he has a close up of him with bright pink lipstick on and a very serious face which contrasts with the rest of the band members as no other wears lipstick and the others look very happy and cheerful, it makes it a unique 'look' for a stereotypical band. This proves that Hodge and Kress' theory is not always true and actually this 'typical' band of the 80's actually shows a different style in their videos and their fashion choice in the video is shown through the wide shots of the band on this luxury island, making them seem different and more desirable.
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