Advertising and the Transformation of Screen Cultures

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by Bo Florin, Patrick Vonderau and Yvonne Zimmermann

Type

Studies

Subject

Sociology

Keywords

advertising, sociology

Publishing date

2021

Publisher

Amsterdam University Press

Collection

Film Culture in Transition

Language

English

Relative size

Physical desc.

Paperback • 338 pages
6 x 9 ¼ inches (15.5 x 23.5 cm)

ISBN

978-94-6298-915-3

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Book Presentation:
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.

About the authors:
Bo Florin is Professor of Cinema Studies at the Department for Media Studies, Stockholm University, Sweden. Patrick Vonderau is Professor of Media and Communication Studies at the University of Halle, Germany. Yvonne Zimmermann is Professor of Media Studies at Philipps-University Marburg. Recent books include the co-authored Advertising and the Transformation of Screen Cultures (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).

See the publisher website: Amsterdam University Press