THE IMPLEMENTASI METODE EDITING EDWIN PORTER DALAM PENYUNTINGAN VIDEO IKLAN APARTEMEN VASAKA SOLTERRA

Abstract

The increasing use of digital media has encouraged property companies to utilize advertising videos as a marketing communication strategy. However, video editing practices still tend to focus on technical and continuity aspects rather than narrative development. This study aims to describe the implementation of Edwin Porter’s editing method in the production process of Vasaka Solterra apartment advertisement videos. A descriptive approach was employed using active participation, observation, and literature review methods. The findings show that Edwin Porter’s editing techniques, including dramatic situation development, parallel editing, contrast editing, cross cutting, cut away, and match cut, were successfully implemented in six advertising videos. The application of these techniques contributed to strengthening visual narratives, continuity, message delivery, and audience engagement.