Carol Vernallis research

Carol Vernallis studied editing and camera work. She found out that edits in music videos are more frequent than in films.

Examples of Carols observation: the continuity editing is broken in music video. This is to attract the audience to what they are watching.
The edits are obvious to draw attention; e.g special effects.Jump cuts are used. 

Sam Smith – ‘Not the only one’ is a great example of Carol Vernallis’s theory. This video consists slow motion, jump cuts, close up etc.