This advertisement by the Coal River Mountain Wind Project is a good example of how flow is used in film media to make an argument. The ad is promoting wind energy as an alternative to coal mining, arguing that coal energy comes at the cost of destroying precious natural resources.
The ad begins with tense, foreboding music over a series of clips showing natural landscapes and animals. In the third shot we see a deer walking across a shallow river abruptly picking up its head as the guitar(?) in the background strongly plucks a melancholy note. This scene is very similar to the one in Bambi as the animals first begin to realize that something terribly is about to happen. And indeed, in the ad, this scene is followed by the edge of a cliff violently exploding with the caption “… cheap coal.”
A few shots later the ad shows a bunch of dark clouds converging across the sky, followed abruptly by a shot zooming in on a white windmill with a clear blue sky behind it. Simultaneous with the jumpcut to the windmill, the music resolves itself and begins to sound uplifting. After a loud BANG from the music, the caption “… clean wind energy” appears before a clear white background. The BANG halts the music, making the caption appear all the more powerful.
