This is an example of a relationship between the lyrics and the visuals, Ed takes a shot of alcohol just as the lyrics "maybe I'll get drunk again" are heard. This amplifies the lyrics through his actions on screen and therefore causes the music video to relate to the song.
This is an example of a relationship between the music and the visuals, just as the beat drops in the song, the two glasses collide together on screen; this amplifies the change in the music and the moment of impact.
This is an example of music videos demonstrating genre characteristics. Ed sheeran is sat lonely with his cat, which gives the music video that "indie vibe". The background also relates to this genre, polaroid photographs can be seen against a white brick wall, again giving it a sort of "indie feel".
This is an example of a close up shot of the artist; fans of Ed Sheeran will be happy to see their idol in his music video, the want for this is demonstrated here.
This is an example of reference to the notion of looking (voyeuristic treatment of the female body), here the camera focuses on two attractive young women, this is appealing to audiences despite the fact that it has nothing to do with the song.
This music video largely conforms to Goodwin's theory, however, no intertextual reference is included throughout this music video.
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