To create a motivated film, advert, etc, you have to make the edit motivated this is done by making the continuity of the project looks smooth, checking that one shot to another doesn’t jerk and that the position is in the same place for a perfect edit, (or as close as can possibly get).
You have to keep the audience interested and ‘motivated’ to watch the project you have made, if you do have jerky shots the audience will notice and can get frustrated by this and not want to watch it, when you gain experience from making smooth transitions from one shot to another, you will be able to make a continuous flow of the shots.
A conversation is a good example of creating motivation, instead of keeping one shot and seeing the back of the head of one of the people involved (and boring the audience with one long shot), you can cut and use the 180° rule to keep the shots cutting to the person speaking and keeping the audience interested.
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