Fast-working advertising

Charles Young

Charles Young, founder and CEO of Ameritest, discusses the role of film editing on our perception and understanding of movies and TV commercials - especially how 'long' they appear to be.

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...

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