Fast-working advertising
Charles Young
Subjective time, as opposed to clock time, is fundamental to our experience of film or video and, by extension, TV advertising. The elements of a commercial may be the pictures and the words that you can lay out on a story-board, but the audience experiences a commercial as movement, ideas and images that arrive in unfolding sequences that surprise, involve and persuade. The intuitive decision-making that shapes the tempo of audience experience is the creative art of editing.
Someone once described editing a film as the simple process of cutting out the boring bits. There is...