[RESEARCH] Carol Vernallis Theory

Summary of Carol Vernallis Theory

• The rule of continuity editing is broken which attracts attention
• Edits are obvious to draw in the audience e.g. special effects
• Jump cuts are usually used
• Base tracks are used to give the video structure
• The camera may move in time with the music

Avril Lavinge - Here's to never growing up

In the first picture, it conveys Avril (female artist) introducing her from a dark background, where we cannot see her. This suggests that she is already a well known artist, who doesn't really need to promote herself like new artists. The second and third image, are base tracks that cut up the continuity of the music video. This allows the story of  a high school dance to be cut up, into intervals at a time. The affect of this editing, allows the artist to inject her character and personalty into the music video, it is catchy and up beat. The changing scenes cuts to the beat, making it appealing and not boring as it is a pop-punk song.

P!nk - Perfect

These scenes, tell a story of growing up from a young child to an adult. This story is broken up by base tracks from the future of this young child. The story tells a life, explaining the struggles using jump cuts, meaning from one jump to another, it is from one age to another. The jump cuts help create dimension, and essence of illustration (Goodwins Theory) to help the audience visualize the issues this character went through. This moving to the the slow beat of this song, using fades and dissolves (editing) also enhance the audiences visual imagination, feeling sympathy for this character/ Also, for anyone who is going through this too, P!NK looks into the camera making them feel involved which helps attract the audience.

This base track, is where the female artist sings the song, which is in flow with the beat. The editing, of the past fading into the background suggests that she is reminiscing about the past and singing her sorrows. This editing helps the audience think about their past, and if they are involved they will get in to this song, hence promoting the artist as a whole. Furthermore, this song is very deep, which ended with blood and tears, it goes out to the teenagers mostly and this strong music video is helped by the base tracks and cutting up the story, making it more intense and wanting to watch till the end.

This is the character from the future, she seems miserable at the life she has had. This is conveyed by the camera positioning, a close up of her face and shoulders, allowing the audience to see her puffy eyes - hence sympathize with her.