Pause: Watch the Ads, Watch Video
Where does state-of-the-art videomaking reside? Would we find it in live satellite coverage of newsworthy events, multi-camera coverage of a football game, the classy productions of Masterpiece Theater, the fast-paced, effects-ridden music videos? Though the last mentioned approaches the summit, none of them makes the grade. Only television advertising truly lays claim to the title "state of the art." It has held the trophy firmly year after year almost back to the advent of television broadcasting.
TV advertising occupies the throne not only because it employs state-of-the-art video technology. Rather, it's because it fully employs the innate power of the medium toward ends perfectly suited for the exercise of that power.
That's the reason all videomakers should dissect ads. A careful study of TV ads leads to an encounter with Television Itself, with video's very…
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