Penerapan Metode Editing Edwin Porter pada Proses Produksi Video Iklan Apartemen Vasaka Solterra

Abstract

Perkembangan teknologi digital mendorong perusahaan properti memanfaatkan video iklan sebagai media promosi. Proyek ini bertujuan menjelaskan proses produksi video iklan Apartemen Vasaka Solterra dengan model ADDIE, menerapkan metode editing Edwin Porter, serta mengevaluasi performanya di media sosial. Metode editing Edwin Porter diterapkan pada enam video iklan melalui teknik pengembangan situasi dramatik, parallel editing, contrast editing, cross cutting, cut away, dan match cut untuk memperkuat alur visual dan penyampaian pesan. Penerapan metode Edwin Porter menghasilkan video iklan yang lebih efektif sebagai media promosi digital. Pengembangan ke depannya diharapkan dapat lebih eksploratif dalam pengambilan visual agar dapat menerapkan metode editing Edwin Porter yang lebih maksimal.

The development of digital technology has encouraged property companies to utilize advertisement videos as a promotional medium. This project aims to explain the production process of the Vasaka Solterra Apartment advertisement videos using the ADDIE model, apply Edwin Porter’s editing method, and evaluate the videos’ performance on social media. Edwin Porter’s editing method was applied to six advertisement videos through the techniques of development of dramatic situation, parallel editing, contrast editing, cross-cutting, cutaway, and match cut to strengthen the visual flow and message delivery. The application of Edwin Porter’s method produced advertisement videos that were more effective as a digital promotional medium. Future developments are expected to further explore visual shooting techniques to enable a more optimal implementation of Edwin Porter's editing method.