SOUND-IMAGE and IMAGE-IMAGE relationship
For this assignment I chose a Volkswagen commercial titled “The Dog Strikes Back”.
I think the editing in the commercial makes a significant contribution to the storytelling of this piece, because it is from a dog’s point of view, which normally is hard to do unless the dog is talking. It starts of with a sad or lazy looking dog, and sad music in the background which helps the viewer understand what the dog is supposed to be feeling. The dog looks out the window, and the next shot is the view out the window and there is a red car driving down the street. Then right afterwards the dog tried to go out the doggie door, but the next shot from the other side of the door lets the audience know that he doesn’t fit through it. it then cuts to a shot if him looking in the mirror, making sad noises, the way the shots were edited and the sad music and noises makes the viewer feel bad for the dog without having to say anything. Once the music changes, to a more up-beat, motivational song, the dog starts to “work out”, he doesn’t eat the scraps on the floor, and the shots and music together show the viewer that he wants to get in shape, and stop being lazy. the different exercise shots, and the back and forth day and night shots show the viewer that time is passing, and its not all just happening in one day. When he gets out of the pool, he shakes off in slow motion , which emphasizes that he is almost there, and then the mirror shot come back, but this time instead of a sad little whimper, he barks with confidence.
Eventually the dog accomplishes his goal, and the next time he sees the red car he can run through the door and chase the car. The repetition of places before and after makes a more powerful effect. Most of the shots were obvious, to emphasize the duration of time, and the dog itself, but some of the cuts were seamless, for example when the dog is running across the yard and night, and then running the other direction and its all of a sudden day time. I do believe there is a “right” place to cut a shot, but I also believe that it is up to the editor, because there is lots of room for creativity, a different cut would say a different thing.