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In this chapter we're going to take a little break from learning about what the buttons do in Premiere and talk more about the concepts, the principles behind video editing. This is one of my favorite topics to look at, because we're going to really figure out how to edit. We know what the buttons do, we know how to trim, but when should you edit. That's what we're going to look at. You see the editor's job, other than media management which we talked about earlier on, is really the last line of defense for the story. Let me show you what I'm talking about in this example here.
Let's say we're making a little promo ad for this olive company here. We have multiple clips that we can use and each says a different thing, and it really is in the editor's hands to choose which one of these clips that we use. We have the clip of the showroom with the bottles of olive oil in their nice little packages there. We have shots of the grove in the location which they are. We have the olives and some hands sorting the olives, and we have the owner, founder of the company, kind of lecturing about things.
So, as an editor which clip do you use? That depends. Each one of these clips tells a very different story. So even though this isn't a narrative story, we are still telling a story. When you are editing, you are always telling a story. So this first clip would say look at this wonderful product. Maybe you get people's mouth-watering if they do that with olive oil, but still it gets them excited about olive oil, about the product, about the pleasure that you would get from having this gourmet olive oil.
We might choose to focus on the grove. We might show the climate that these trees are growing in and people that are experts about olives might say, "wow, that's the perfect climate for olives." "So this must be a very quality product." We might show the care that is given these olives, as people are moving these about by hand. This tells a different story. This is almost like giving the viewer quality assurance, because people are doing this by hand. This process of making this olive oil at this company is done with real care and concern, so it says that you can trust this product.
We might develop a love for the company by showing the owner, showing the human side, so people not only want the product, but love the company. Each of these clips is trying to get the viewer to believe something different or to feel a different way. You might initially feel as you begin your career working in Premiere that your job is just to put clips together, but nothing could be further from the truth. You have so much power in your hands as an editor. As Quentin Tarantino once said, musicians have their notes and that's how you work your magic, and editors have frames, filmmakers deal in frames, and that's how you paint your pictures and you tell your stories, is with every single frame of video.
So let's continue on in this chapter and see the power that you have as an editor.
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