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Editing Exercise: Original Edit

by Jeremy Butler

One of the best ways to understand the power of editing is to do it yourself by re-editing something. Take, for example, a 1958 Chevrolet commercial. In two minutes, it communicates a story solely through images, with no dialogue. If one rearranges its 44 shots, one can tell different stories and communicate different meanings. (This commercial was produced by Gerald Schnitzer for the Campbell-Ewald Co. agency on behalf of General Motors Corporation, Chevrolet Division.)

On the Television: Critical Methods and Applications companion Website, a disassembled version of this commercial—all 44 shots--will be made available as individual video files:

They’ll be bundled into zip and dmg archives for convenient downloading. Many low-cost video-editing applications—for both Mac and Windows computers—can readily import these video files and allow you to re-edit the commercial.

Here on Critical Commons, we've uploaded the original commercial and six variations. Please search the clip library to find the variations.

Also, you may wish to try a similar do-it-yourself audio experiment that has also been uploaded here.

Editing Exercise Using 1959 Chevrolet Commercial: Original

Chevrolet station wagon commercial.

from Chevrolet Commercial: Original (1959)
Creator: Chevrolet
Posted by Jeremy Butler