Sound is used to create more of an atmosphere, synchronus sound used in the correct way it can make an action over dramatised so to draw attention to it. Sound effects add a lot of tension to a piece which can make it feel more complete and not so empty.
There may already be diegetic sound in the clip e.g wind or cars moving past
Not always does the non-diegetic music have to be relevant to the piece we are watching though, it could be a motif which is being played for the sound bridge.
Ambient sound is used an awful lot because it helps to set the mood so the audience can follow the story more clearly.
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