Advertising and the Transformation of Screen Cultures

Bo Florin; Patrick Vonderau; Yvonne Zimmermann

book: Advertising and the Transformation of Screen Cultures

Open Access Published by Amsterdam University Press 2021

Advertising and the Transformation of Screen Cultures

Bo Florin , Patrick Vonderau and Yvonne Zimmermann

In the series Film Culture in Transition

https://doi.org/10.1515/9789048541560

Overview
Contents

About this book

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.

Author / Editor information

Florin Bo :

Bo Florin is Professor of Cinema Studies at the Department for Media Studies, Stockholm University, Sweden.Vonderau Patrick :

Patrick Vonderau is Professor of Media and Communication Studies at the University of Halle, Germany.Zimmermann Yvonne :

Yvonne Zimmermann is Professor of Media Studies at Philipps-University Marburg. Recent books include the co-authored Advertising and the Transformation of Screen Cultures>/cite> (AUP 2021) and the co-edited Films That Work Harder: The Global Circulations of Industrial Cinema (AUP 2023). She is the editor of a special issue on Asta Nielsen, the film star system and the introduction of the long feature film in Early Popular Visual Culture (2021).

Reviews

"Advertising and the Transformation of Screen Cultures is a project that on top of its inspiring close-readings helps rethink many aspects of advertisement but also of screen culture in general. More precisely, it stresses the mutual relationships of advertisement, screen, and culture."
- Jan Baetens, Leonardo Reviews, November 2021

"With Advertising and the Transformation of Screen Cultures, Florin, Vonderau, and Zimmermann have crafted an expansive, groundbreaking study of advertising's industrial practices and cultural forms. Covering a range of national contexts, media objects, and historical moments, the book’s authors provide an exciting window into the dynamic relationship between advertising and moving images."
- Alisa Perren, University of Texas

"Remarkably ambitious in its scope, theoretically sophisticated, and always grounded in richly detailed original research that ranges from early cinema to YouTube, Advertising and the Transformation of Screen Cultures is an invaluable contribution to the history of screen advertising and media studies more generally."
- Gregory A. Waller, Indiana University

"Advertising and the Transformation of Screen Cultures is a welcome further contribution to this new generation of advertising studies [...] In their excellent introduction, the authors expressly discuss the ways in which they delineate their fields of study. [...] This fluid yet focused approach to analysis is then applied across a fascinating range of examples of screen advertising [...]"
- Stephanie Rains, Alphaville, No. 23, 2022

Topics

Frontmatter Open Access Download PDF	1
Table of Contents Open Access Download PDF	5
Introduction Bo Florin, Patrick Vonderau and Yvonne Zimmermann Open Access Download PDF	7
1. Early Cinema, Process Films, and Screen Advertising Yvonne Zimmermann Open Access Download PDF	21
Part I Approaches and Methods
2. Advertising and Modernity: A Critical Reassessment Patrick Vonderau Open Access Download PDF	51
3. Advertising and Avant-Gardes: A History of Concepts, 1930–1940 Yvonne Zimmermann Open Access Download PDF	77
4. Advertising as Institution: Charles Wilp and German Television, 1950– 1970 Patrick Vonderau Open Access Download PDF	113
5. Advertising and the Apparatus : Cinema, Television, and Out-of-Home Screens Yvonne Zimmermann Open Access Download PDF	155
6. Advertising as Commercial Speech: Truth and Trademarks in Testimonial Advertising Patrick Vonderau Open Access Download PDF	195
7. Advertising’s Self-Reference: From Early Cinema to the Super Bowl Yvonne Zimmermann Open Access Download PDF	215
Part II Cases and Materials
8. Moving Objects: The Case of Volvo Bo Florin Open Access Download PDF	245
9. Cinematic Intertexts: h&m Goes YouTube Bo Florin Open Access Download PDF	269
10. Beyond Promotion: The UN Global Goal Campaign Bo Florin Open Access Download PDF	291
Select Bibliography Open Access Download PDF	315
Index Open Access Download PDF	333

(Deutsch)

Language: English
Publisher: Amsterdam University Press
Audience: Professional and scholarly;
Pages
- Main content: 338
Illustrations
- Illustrations: 140
Keywords: screen advertising; sponsored film; non-theatrical film; cinema studies; media industry studies

eBook

Published: July 1, 2021
ISBN: 9789048541560