Advertising and the Transformation of Screen Cultures

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 s...

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Detalhes bibliográficos
Autor principal: Florin, Bo (auth)
Outros Autores: Vonderau, Patrick (auth), Zimmermann, Yvonne (auth)
Formato: Recurso Electrónico Capítulo de Livro
Idioma:inglês
Publicado em: Amsterdam University Press 2021
Colecção:Film Culture in Transition
Assuntos:
Acesso em linha:OAPEN Library: download the publication
OAPEN Library: description of the publication
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520 |a 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. 
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