RESEARCH: A short summary of the main points of Vernali's theory

Carol Vernallis theory was in to the analysis of music videos, based upon editing and the work of the camera. It was evident that editing and vast camerawork was consistent and frequent in music videos, rather than in films and other media platforms.

Here are the points that summarise the basis of her theory:

• Editing on TV follows continuity flows, howver, music videos breaks this flow in order, to catch the viewers attention.

• Special effects are evident in music videos and are blatant to the viewers

• The short duration of a music video, incorporated the quick and clever use of jump cuts to keep the video, 'short and sweet', which keeps the viewer engaged.

• Base tracks are used as foundations in order, to provide structure to the video.

• The camera work may be conducted, in speed with the soundtrack.

Here are a few examples that demonstratethe above points.

Wiz Khalifa - Say Yeah



The Wanted - Glad You Came