Like the camera angles, editing is used to connect the audience with the emotion and theme of the subject in matter. In my case this will be an advertisement and just like a film, the editing will command the thought process of the viewer whilst they watch. Advertisements use editing to basically sell their product and this is what I aim to do effectively. With good, well researched edits implied into my advertisement, the overall selling point of the product in hand will be emphasized, thus achieving its objective as a successfull advertisement.
Here are the edits of which I've studied:
Straight cut: Commonly used to cut from subject to subject
Fade (up and down or frfom black to white): Fades indicate that the end of the film is coming or it's going to a different setting or location.
Graphic match: taking two similar objects and dissolving one into the other.
Dissolve: This is a way of transporting us as the viewer to a different time/setting. This can also be called a temporal edit as it changes time. It's also easier to get from oneplace to another this way as you dont need to use complicated camera techniques and edits.
Jump cut: supposed to mirror and reflect feelings and state of mind. It's not particularly the smoothest editing and because of this is used sparingly.
Continual editing: helps us with the fluidity of a film as it makes the narrative more continuous and smooth.
Cross-cutting: This is when it cuts from one scene to another emphasizing differentperspectives from the different people in the different settings.
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