summary of carol vernalis's theory

Carol Vernali studied editing and camera work closely in music videos. she found that the edits came much more frequently and faster in music videos than in films. she also observed that the videos have a rhythmic basis connected with the song.

the main points of her observation:

• The usual rules of 'continuity' editing (editing that flows and makes sense) are broken in order to draw attention to what is ion the screen.
• Edits are obvious such as whipe's and special effects added.
• Jump outs are oftern used.
• A master shit (base track) is used sometimes to give the video structure.
• Camera may move in time with the beat.

in the lesson we observed this video and noticed that there was a lot of jump cuts when the camera was on the guy in the red jacket. This editing was used because it made it more fun and interesting for the audience to view. Cross cutting and match cutting is used to link the characters with the main focused object.

I also noticed that there was a lot of slow motion especially in the beginning of the video, and this is to introduce the audience and put their main focus on the main character in this narration. Also the slow moton is used when the three females are on the bike this emphasises that they are in a 'fantacy' world also elaborates on their beauty.

The use of  base track is used when the rap scene is going back and forth between two clips. this is used to add a sense of excitement.

special effects ar used when the bike is riding on its own without the owner on the bike, this gives a scense of unrealisim and adds fun to the video. Therefore wanting to get the audiences attention because its not something that you would see every day; grabbing the audiences attention.