Carol Vernallis' theory and examples,

1. Carol Vernallis
By Nazmin Jahan

2. Carol Vernallis’ theory
Vernallis observed the edits in music videos. She found that the usual
rules of ‘continuity’ (match cuts) are broken so it grabs the audiences
attention to what is shown on the screen. As well as this, edits may be
obvious to draw attention to themselves for example, wipes and special
effects added. Also jump cuts are used frequently. Lastly base track is
often used to give the video a structure.The camera may move in time
with the music.

3. Example of Jump Cuts
▪ Wolf Alice-You’reA Germ
▪ https://www.youtube.com/watch?v=ZpomZoueWa0
▪ Jump cuts are used throughout the video for example, when the
band runs from the killers/zombies.

4. Example of Slow Motion
▪ The Front Bottoms- Swimming Pool
▪ https://www.youtube.com/watch?v=uRmaIYbLWho
▪ Slow motion is used when the artists jump in the swimming pool, etc.

5. Example of Special effect editing
▪ Twenty One Pilots-Tear In My Heart
▪ https://www.youtube.com/watch?v=nky4me4NP70
▪ Special effect is used when the singer sees that the people’s eyes are
bigger than normal.Also when the building in the background is
being teared apart like his heart.

6. Example of Base Tracks
▪ Swim Deep- Honey
▪ https://www.youtube.com/watch?v=P49qiSnA_nw
▪ The base tracks used in the video include the part where the band is
seen and when the girl is shown