Advertising and the Transformation of Screen Cultures
Patrick Vonderau author Bo Florin author Yvonne Zimmermann author
Format:Paperback
Publisher:Amsterdam University Press
Published:1st Jul '21
Should be back in stock very soon
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.
"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
ISBN: 9789462989153
Dimensions: unknown
Weight: unknown
338 pages