Editing

April 16

Editing
Two Cuts.. need a bridge of..
action
similarity
expectation
dialogue
audio

but wait, there's more: orientation

180° rule
all camera shots are taken on the same side of the subject

Very important in war scenes...so that way the french don't appear to be attacking themselves.

Make since or break since

Put yourself in the head of the viewer: have you given them enough information for the clips to make since?


IDEA:
Conversation cut together where two ppl sit on the same side of the table, but the 180 rule is broken, so it is edited like they are looking at each other across the table.


"There's probably going to be a commercial...maybe we'll learn something from it!" - E Bowen

A frame matters;

Design

1. Visual appeal - grab the reader, impact
2. Has a message - content driven
3. Attention to detail - consistency, use similar elements
4. Understands audience - focus of information
6. Form follows function (FFF) - information drives design
7. Less is more (LIM), Keep it simple stupid (KISS)
8. Gestalt - Sum of the parts, words and pictures used



"Just because you could do it, doesn't mean it should" - R. Wong


Gestalt principles
- "continuation"
- "figure ground"


SPACE - white space, negative space, positioning

UNITY - 



===== FINAL SPECS =====

Handed out in class

Field Prod: Editing

Feild Prd Grades

Points (missing camera report)
Test Grades: 89.1 x 99.9

Editing is the most unnatural

Editing Theory

Cutting: make a bridge
Expectation, audio, motivation

Make since - 16%
Create impact - 84%

Let's not have a scene that causes your brian to think, "I'm looking at nothing"
Keep your subject in the frame, such as when they are walking out or ...going do the stairs..

Let's break down every peice

Evaluation: Measurement

Printing

Lutinburg German guy is noted for printing in mass production 14th Century

Chinese printing 7th century.


California font cases were designed to be lighter so when transporting these heavy lead letters.

LETTERPRESS

Offset is the most common printing technique used today
water/ink mixture
downside..lot of waste

Revier - not used often but used for LARGE printing circulation, very cost effective.
The images are etched on a plate (concave)
used on plastic (a lot of copies made on noodles)

SILKSCREEN

Press Kits and junk

Different kinds of Lights

FieldProduction

Putting objects in front of your light..breaks up the light..even a tree limb.

"Everybody at Home Depot knows this" E. Bowen talking about different types of lamps

Tungsten
Halogen
Incandescent
HMI
LED

"I don't want to go the whole semester without be cruel to [chocolate] bunnies" - E Bowen before starting a video

Floodlights & Spotlights

Strategy and Tactics // PR Comm

Strategic Planning