Gary D. Rhodes and Robert Singer
- Published in print:
- 2020
- Published Online:
- September 2020
- ISBN:
- 9781474460682
- eISBN:
- 9781474481083
- Item type:
- chapter
- Publisher:
- Edinburgh University Press
- DOI:
- 10.3366/edinburgh/9781474460682.003.0006
- Subject:
- Film, Television and Radio, Film
Chapter 5 covers editing, paying particular attention on Average Shot Lengths (ASLs) and the influential role that the TV commercial has played in how they have decreased in Hollywood feature ...
More
Chapter 5 covers editing, paying particular attention on Average Shot Lengths (ASLs) and the influential role that the TV commercial has played in how they have decreased in Hollywood feature filmmaking. This chapter also explores the ways in which the TV commercial has approached cutting on camera movement, or, in not using any editing, letting a single image remain onscreen for the entire running time, a practice associated with 19th century cinema and reinvigorated for product sales. The chapter also examines the TV commercial’s ability to eschew standard Hollywood editing practices, opting for decidedly non-classical approaches, as in the exclusive use of close-ups to tell a story.Less
Chapter 5 covers editing, paying particular attention on Average Shot Lengths (ASLs) and the influential role that the TV commercial has played in how they have decreased in Hollywood feature filmmaking. This chapter also explores the ways in which the TV commercial has approached cutting on camera movement, or, in not using any editing, letting a single image remain onscreen for the entire running time, a practice associated with 19th century cinema and reinvigorated for product sales. The chapter also examines the TV commercial’s ability to eschew standard Hollywood editing practices, opting for decidedly non-classical approaches, as in the exclusive use of close-ups to tell a story.
Gary D. Rhodes and Robert Singer
- Published in print:
- 2020
- Published Online:
- September 2020
- ISBN:
- 9781474460682
- eISBN:
- 9781474481083
- Item type:
- chapter
- Publisher:
- Edinburgh University Press
- DOI:
- 10.3366/edinburgh/9781474460682.003.0002
- Subject:
- Film, Television and Radio, Film
Understanding the television commercial’s evolution from its inception to the late 1950s illustrates how it was influenced by the classical Hollywood style, and that its very adoption of that style ...
More
Understanding the television commercial’s evolution from its inception to the late 1950s illustrates how it was influenced by the classical Hollywood style, and that its very adoption of that style into a brief running time meant that it necessarily had to alter the style as well, particularly in terms of editing. The result meant, that even as the commercial borrowed conventions from Hollywood feature filmmaking, the two forms quickly became involved in a dialogue, with the television commercial influencing feature filmmaking, and vice-versa. Chapter 1 initiates the book's exploration of these issues by focusing on early commercials and using the work of Gerald “Jerry” Schnitzer as an important case study. Schnitzer is the essential linking figure between the initial postwar broadcast commercial’s direct appeal to the audience and its later, stylized evolution.Less
Understanding the television commercial’s evolution from its inception to the late 1950s illustrates how it was influenced by the classical Hollywood style, and that its very adoption of that style into a brief running time meant that it necessarily had to alter the style as well, particularly in terms of editing. The result meant, that even as the commercial borrowed conventions from Hollywood feature filmmaking, the two forms quickly became involved in a dialogue, with the television commercial influencing feature filmmaking, and vice-versa. Chapter 1 initiates the book's exploration of these issues by focusing on early commercials and using the work of Gerald “Jerry” Schnitzer as an important case study. Schnitzer is the essential linking figure between the initial postwar broadcast commercial’s direct appeal to the audience and its later, stylized evolution.
