Florin / Vonderau / Zimmermann | Advertising and the Transformation of Screen Cultures | Buch | 978-94-6298-915-3 | sack.de

Buch, Englisch, 338 Seiten, Format (B × H): 159 mm x 236 mm, Gewicht: 542 g

Reihe: Film Culture in Transition

Florin / Vonderau / Zimmermann

Advertising and the Transformation of Screen Cultures


Erscheinungsjahr 2021
ISBN: 978-94-6298-915-3
Verlag: Amsterdam University Press

Buch, Englisch, 338 Seiten, Format (B × H): 159 mm x 236 mm, Gewicht: 542 g

Reihe: Film Culture in Transition

ISBN: 978-94-6298-915-3
Verlag: Amsterdam University Press


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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Weitere Infos & Material


Introduction (Bo Florin, Patrick Vonderau, and Yvonne Zimmermann)

1. Early Cinema, Process Films, and Screen Advertising (Yvonne Zimmermann)

Part I. Approaches and Methods

2. Advertising and Modernity: A Critical Reassessment (Patrick Vonderau)

3. Advertising and Avantgardes: 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)

Part 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 Goals Campaign (Bo Florin)

Select Bibliography

Index


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).

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

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



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