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Consuming ImagesFilm Art and the American Television Commercial$
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Gary D. Rhodes and Robert Singer

Print publication date: 2020

Print ISBN-13: 9781474460682

Published to Edinburgh Scholarship Online: September 2020

DOI: 10.3366/edinburgh/9781474460682.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 05 August 2021



(p.129) Chapter 5 Editing
Consuming Images

Gary D. Rhodes

Robert Singer

Edinburgh University Press

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.

Keywords:   Editing, Average Shot Lengths (ASLs), Classical Hollywood Style, Experimental Cinema

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