1. Emotion

Screen emotional clips have the function of showing the internal activities of the characters, expressing emotions and creating atmosphere. For promotional videos and commercial clips, emotions are focused on certain points with some emotional preparation before. The role of emotion is especially prominent in commercials.

2. Structure

The structure of a promotional video is much simpler than that of a movie or a TV series, and the story structure of a general promotional video and advertisement is not too complicated. The most basic structure of a promotional video is clear logic and the structure of the movie must match the normal logic of the human brain and the events that take place.

Before you start editing, you need to consider the themes that you want to convey in the first place, as well as the type of material that will be used to realize them. To compose the whole film, find the ideal reference film for structural analysis, what is shown in the first part, the type of lens to be used, etc. and look for lenses with this material that can be used for this part. Edit according to structured film logic.

3. Rhythm

In the previous section, we found the reference film that matched the rhythm of the project and disassembled the rhythm section. The rhythm here is not only the rhythm of the music, but also the rhythm of the camera. The type of music used in the softer narrative sections, the type of content used by the camera, the scene representation, how to control the speed of the camera, how to handle rhythmic turning points, how to use music and sound effects, the particularly meaningful use of footage; there is no need to cut away from particular sections of footage based on the rhythm of the music. In short, one of the obvious changes in the film can be understood as part of the rhythm, but if you don't know how to analyze the rhythm, remember that the rhythm of the film should not be static.

4. Expression

The significance of this popularity lies in the fact that you can see what's behind the referenced film shot, and that if there is no shot, it will be placed there for no reason.