Advertising and the transformation of screen cultures / Bo Florin, Patrick Vondereau and Yvonne Zimmermann.

Format:

Book

Author/Creator:

Florin, Bo, 1961- author.

Vonderau, Patrick, author.

Zimmermann, Yvonne, author.

Series:

Film culture in transition

Language:

English

Subjects (All):

Theater commercials (Motion pictures)--History.

Theater commercials (Motion pictures).

Advertising in motion pictures.

Product placement in mass media.

History.

Genre:

History.

Physical Description:

338 pages : illustrations (black and white) ; 24 cm.

Place of Publication:

Amsterdam : Amsterdam University Press, [2021]

Summary:

Advertising has played a central role in shaping the history of modern media. While often identified with American consumerism and the rise of the 'Information Society', motion picture advertising has been part of European visual culture since the late nineteenth century. With the global spread of ad agencies, moving image advertisements became a privileged cultural form to make people experience the qualities and uses of branded commodities, to articulate visions of a 'good life', and to incite social relationships. Abandoning a conventional delineation of fields by medium, country, or period, this book suggests a lateral view. It charts the audiovisual history of advertising by focussing on objects (products and services), screens (exhibition, programming, physical media), practices (production, marketing), and intermediaries (ad agencies). In this way, the book develops new historical, methodological, and theoretical perspectives.

Contents:

Machine generated contents note: 1. Early Cinema, Process Films, and Screen Advertising / Yvonne Zimmermann

pt. I Approaches and Methods

2. Advertising and Modernity: A Critical Reassessment / Patrick Vonderau

3. Advertising and Avant-Gardes: A History of Concepts, 1930

1940 / Yvonne Zimmermann

4. Advertising as Institution: Charles Wilp and German Television, 1950

1970 / Patrick Vonderau

5. Advertising and the Apparatus: Cinema, Television, and Out-of-Home Screens / Yvonne Zimmermann

6. Advertising as Commercial Speech: Truth and Trademarks in Testimonial Advertising / Patrick Vonderau

7. Advertising's Self-Reference: From Early Cinema to the Super Bowl / Yvonne Zimmermann

pt. II Cases and Materials

8. Moving Objects: The Case of Volvo / Bo Florin

9. Cinematic Intertexts: H&M Goes YouTube / Bo Florin

10. Beyond Promotion: The UN Global Goal Campaign / Bo Florin.

Notes:

Includes bibliographical references (pages 315-332) and index.

ISBN:

946298915X

9789462989153

OCLC:

1243263739

Publisher Number:

99988585593