Illustration is the simplest concept out of the group to base a music video around - it can simply just show the lyrics on the screen throughout parts of the promo. This allows the promo to stay simple while still being effective at the same time which would still attract viewers to the promo.
An example of illustration is the music video 'Fireflies by Owl City'. The promo consists of the artists playing a keyboard in his bedroom while other gadgets around the room preform to the music - a simple video still made effective. Various words are a stand out point and are illustrated throughout the video - simple, words are displayed on various electronics.
Amplification is another concept of the group and bases it's music video around not displaying the lyrics of the song on the screen and still manages to keep the meaning of the song focused on in a different way. This group of music video/promo would be based in the middle of the other two and would mainly be used in marketing promotion.
The final type of music video is disjuncture and is totally opposite to the type illustration as the idea behind the music video is to completely ignore the meaning behind the song and display a different meaning throughout the video compared to the lyrics. This is still an effective part of displaying a music video/promo but could confuse the viewer into what the lyrics actually mean.
