I have begun exploring my research topic by identifying types of cut that are usually associated with tv adverts:
Jump Cut - A cut in which an abrubt jump from scene to scene occurs.
Matched Cut - A cut used to make the transition between shots seem smooth. I.e Continuity of direction.
Motivated Cut - A cut which is used to make the viewer see something that is not currently visable.
Quick Cutting Rate - Quick Cuts ensure short shots which will keep the viewer drawn into the imagery
Slow cuts - slow cutting rate allowing longer viewing time and often feature transitions
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