1. Rethinking Video

    by
    When you think about video, do you consider it predominately a visual or audio medium? I suspect most people would say visual. When we think video, we think camera. We think motion (video). But I have come to think of it as predominately an audio medium, albeit with important visual support. Indeed it is the effective combination of pictures and words together that create interesting and persuasive messages. Many years ago Al Ries and Jack Trout, acknowledged experts at the art of persuasion, wrote an article in Ad Age titled A Picture is NOT Worth a Thousand Words (sorry, no link, way before digital and web content.) In it, they debunked the myth. Historically, the written word developed because pictures could not tell the full story. A richer way of communicating was needed. Audio is the verbal delivery of words. Ries suggested a simple test. When you view television advertisements,...

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