Main Audience:15-24, teen/tween and males for the Male Gaze
The video is about a dream candy land called Candyfornia. It has lots of different sweet items which are filled with people and are animated (e.g the gummy bear). Everything is made out of candy, the floor, trees and costumes. Snoop Dog features in this music video, he is displayed as a evil ruler of the land, he also fits into the candy theme by his multi coloured suit. This isn't the stereotypical way in which rap artists present themselves as they ususally use fish eye lense and take themselves more seriously.
There is a sexual aspect of the video, as all the costumes are skimpy and revealing, Katy Perry also lays on candy floss clouds with the illusion of her being naked. There is a rememorable scene where she squirts cream from cans with are located in her bust area, this again suggest there is a sexual aspect.
Through out the music video there are lots of shots of the candy based products and close ups of Katy Perry (0.16). There isn't much of a link between the lyrics and visuals as Katy Perry is just describing what California is about - 'I know a place, where the grass is really greener, warm, wet and wild, there must be something in the water', there isn't a reference in the song to do with candy or sweet products. On the other hand, there is a link between the music and visuals, the music is fun, upbeat and poppy which is all shown in the video, the director has captured the fun aspect of the song and turned it into a dream land of fun, which works really well for the target audience.
Through the video Katy Perry is mainly looking towards the camera, this is when she is mostly miming.
In the pop industry now, many females such as Rihanna and Katy Perry herself get criticised for being to sexual. But in my opininon being the same age range and gender for there target audience (teenage female) I don't find it offence, I think it's just a bit of fun and to be honest still sells records so it shouldn't matter.