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oapen-20.500.12657-501582021-07-24T02:42:45Z Advertising and the Transformation of Screen Cultures Florin, Bo Vonderau, Patrick Zimmermann, Yvonne screen advertising, sponsored film, non-theatrical film, cinema studies, media industry studies bic Book Industry Communication::A The arts::AP Film, TV & radio::APF Films, cinema bic Book Industry Communication::J Society & social sciences::JF Society & culture: general::JFD Media studies::JFDV Advertising & society 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. 2021-07-23T10:03:25Z 2021-07-23T10:03:25Z 2021 book 9789462989153 https://library.oapen.org/handle/20.500.12657/50158 eng Film Culture in Transition application/pdf Attribution-NonCommercial-NoDerivatives 4.0 International 9789048541560.pdf https://www.aup.nl/en/book/9789048541560 Amsterdam University Press 10.5117/9789462989153 10.5117/9789462989153 dd3d1a33-0ac2-4cfe-a101-355ae1bd857a 2047b06c-7dbe-4fc1-b2e3-31680fd7cd70 9789462989153 141 Riksbankens Jubileumsfond Bank of Sweden Tercentenary Foundation open access
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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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