Communicating. A simple glance or subtle gesture can be a significant form of communication. Flipping though magazine ads its easy to recognize the message advertisers are attempting to convey, messages that will heighten product awareness. And if you look deeper into the product images, the colors or wording you may discover subliminal suggestions to reinforce a theme or emotion.
When storytellers choose video as their medium there are a number to subtle ways to communicate a message, a theme or mood that can be driven by the music, by pacing and transitions, just to name a few. All of which can be communicated in seconds before a single word is spoken. It is those nuances that video editors utilize to build a framework. The written or spoken words play a significant role in the overall message but our sense can’t help but be affected by the style and tempo of music, the pacing of the edits or the transition used between shots. Each choice helps determine the mood or style of the video and message.
And its no surprise that music from the 80’s and 90’s are making a comeback. That positive feeling you get from a familiar song is an emotion advertisers are looking to transfer to their product during a commercial. The same is true with imagery and visual locations … like bustling scenes of New York or a crowded bar that conveys energy.
Words may tell the story and be the driving force but the numerous other methods used reenforce the message being sent and effect how it’s received.