In my opinion, the target audience for Rihanna's single 'Umbrella' are teenage males. Due to the appearance of a well-known rapper, Jay-Z, and the way in which the main singer, Rihanna, is dressed. It is quite a simple but effective music video, in a dark location with the effects of smoke and falling lights which give the impression of rain, as the title is 'Umbrella'. The producers have also added other effects to the music video which run alongside the movements. For example, as she extends her arm in front of her and swipes it to the left, the illusion of water is left as a mark of her movement. The dark lighting in the background allows the singer to stand out as all the light is shining on her, which furthers the representation that it is targeted at teenage boys as they should see her as a young 'sexy' female. The majority of the filming time is given to the main singer Rihanna, as the song is 4 minutes and 12 seconds long, and Jay-Z's part only lasts for 27seconds, with the occasional cut to Rihanna also. The singers outfit for the majority of the music video is small, black and leather-effect, this has been chosen specifically to show her figure but also show her assets, such as her legs. She is also shown in a black and white, maid-like outfit dressed up with black heels, long black gloves, fish-net tights and a black umbrella. The black outfits represent her as a dark character, however, she is also featured in a white dress which contradicts this conception, showing that she is an angelic character. The prop used, a black umbrella, matches the lyrics of the song, 'oh baby it's raining, raining.' Overall, Rihanna is shown to be perceived as eye candy for males and essentially a role model for females as she is shown in such a way that boys like and look for, therefore females feel as if they have to look and dress like her to get boys attention