Carol Vernallis' main theory is based around the fact that there are four key concepts that inform the way that every music video is created.
These four concepts are:
Narrative
For this concept, Vernallis states that the music video is a visual response to the music and that the narrative should always be a reflection of the lyrics. She theorises that an essential for any successful music video is that it needs to have sufficient drive from either the narrative itself or from the beat of the music.
Editing
I terms of editing, Vernallis has theorised that music videos are far more likely to break the convention of continuity editing than any film or TV series is. this leads to the style of editing being very upfront and visible rather than in films where it is designed not to be noticed. this is done intentionally to make the video seem stylish and to help the video match the pace and the feel of the music.
Camera movement and framing
Vernallis states that the two most common shots in music videos are establishing shots and close up shots, and that both of these are used regularly throughout the video.
Diegesis
here she states that many actions during the video will be interrupted or will not be completed, and that certain scenes or shots will be shown to be more significant to the plot by the way that they are framed.
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