Carol Vernallis Theory

Assignment 11

Concept 1

Usual rules of continuity editing are broken to draw attention to what is on screenIn Calvin Harris’s “how deep is your love” the music video contains no rules of continuity. This can be seen where the scene jumps from place to place without the audience having any kind of idea why its moving about.

Concept 2Edits can be done really obviously and noticeably to draw attention to themselves such as wipes and special effects A special effect is also used to draw attention to the main female character in the music video for “how deep is your love”. This can be an affective and simple way of drawing attention to her.

Concept 3

Jump cuts are often usedIn this video “shutup and dance” uses jump cuts in the dancing scene. This makes the clips happen quicker like a montage and makes them more affective in their purpose, eg this is made to be funny

Concept 4

A base track master shot is frequently used to give the video structureThis can be seen in Rihanna’s video for “ We found love” where the master shot is continuously cut to throughout the video to add structure. This is a common concept which can be seen in many performance videos

Concept 5

The camera moves or sways in time to the musicThis can be seen in justin beibers video for “what do you mean”. The use of the camera swaying in time to the music maintains the tempo and the mood of the song.

Concept 6

Speed of the edit is manipulated The speed of the video for “where are you now” constantly changes speeds with points of the video sped up. This can be done to emphasize time passing.

Concept 7

Not always balanced between performance and narrativeNot all music videos include both narrative and performance, for example “gives you hell” by the all American rejects (shown on the left) is purely narrative. And Justin beibers “sorry” the video on the right is purely narrative.

Concept 8

Doesn’t always have a narrative resolution In Olly murs video for “kiss me” it shows him going on lots of dates with a girl and getting along well. But at the end of the video there is no resolution between them so we don’t know what happens leaving the result of the two down to the imagination of the viewer.

Concept 9

Pose questions in the narrative that are not always answered In taylor swifts video for “bad blood” two sets of girls are shown preparing for war. The music videos ends with the two coming face to face about to begin the fight, but no footage of the fight is shown so the audience do not know who won or why they were fighting.