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Advertising and the Transformation of Screen Cultures

Author :  Bo Florin, Patrick Vonderau & Yvonne Zimmermann

Product Details

Amsterdam University Press, Amsterdam, Netherlands
ISBN 9789462989153
Format PaperBack
Language English
Year of Publication 2021
Bib. Info 342p. ; 15.6x23.4cm. Includes Index ; Select Bibliography
Categories Film, Media and Communication
Product Weight 516 gms.
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Product Description

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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