ROAK UNIT 9D EVALUATION OF EDITING

The editing techniques I used were continuity editing, fast forward effects and match on action. The reason I used continuity editing is so the audiences would be able to under the stand the story line. The use of continuity creates meaning and understanding for the audience they are able to get a liner picture of what the advert is about and they will be able to tell if the advert is liner or non-liner and in my case it was liner as it had a being, middle and end. Secondly the reason I used fast forward editing in the scene when character one was writing on the box. This is because it was a long scene and even after using the blade tool to cut it down it was still a-bit too long; wasn’t really something interesting for the audience to sit and watch so I decided to use a fast forward effect to make it quicker and interesting for the audience. Lastly the reason I used match on was to, yet again make the scene interesting for the audience. I wanted to make the advert interesting and make the editing; camera angles seem creative. For me I felt that the camera angle where creative for example the angle form inside the box. However my editing let me down, in the sense that the transitions look like editing mistakes and the effects I used did not look professional at all they did not look like they were for an advert and it looked more like it was meant for a short film. It also did not flow and I used a white out which is used for a flash-back and not introducing a new character.

The techniques I think worked well was the low angle shot from inside the box it was hard to film but I think that I pulled it off. Also I thought I kept continuity very well as I was on point with the exits and entrances of the characters. I also used the match on action very well it was editing professionally. Also I felt that with the editing I was able to get the pass it on message to the audience it was very clear and the intention were clear to the audience. Also I felt that the music really engaged the target audience as it was upbeat and fast and so was the advert as it wasn’t too long and the editing made the scenes short.

However the editing didn’t fulfill the purpose of the advert. It wasn’t unusual and wasn’t really something that would go viral. There were too much editing mistakes and the video as a whole did not look professional.

The things I would change for next time is to take my time when editing because it really showed in my work that I was rushing. I will make sure I don’t do too much and make it simple , in the sense that instead of thinking too big and trying to add to much I should make it simple and think of the target audience more.