ABSTRACT
As a communications tool, video has the potential of being more dynamic and attention getting than traditional media (still/slides/ pictures) because of its ability to display motion and sound. It is this “dynamic” quality that makes video such a special communications tool. Good video programs that move our audience into action, teach or inform take full advantage of all the special characteristics of the medium-light, sound, motion, composition and continuity. Therefore, the video producer must have a thorough understanding of these elements in order to use the medium effectively. And the video producer must plan and design these elements into the communication experience to achieve the objectives. Often these elements are referred to as the fundamental aesthetic elements, and working with them in developing a video program is referred to as working with the “language of video.”
