Kanye West's video to Golddigger responds straight to the lyrics and meaning of the song, objectifying women massively. It is a very sterotypical video in the way that it portrays women, using aspects of voyeurism throughout. There are fractioned shots of the women in lingerie and heels posing on magazine covers such as 'fantasy' and 'fresh'. The background on the video uses mainly red/pink colours creating a romantic and sexual feeling of the video. Their makeup is bold and the hair is volumised or neatly styled, typical to the R&B genre, as well as Kanye West's attire which is a white shirt/suit and a small simple chain. However, Kanye West adds his individuality by wearing his iconic sunglasses. In one of the scenes of the video Kanye West is in a dim/warm lit room full of sofas and girls, this is portraying him in the way he wants to be seen as irresistable. This video is more about promoting his image and trying to make the lifestyle he leads look fantastic.
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