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Advertising and the Transformation of Screen Cultures book cover

1st Edition

Advertising and the Transformation of Screen Cultures

By Bo Florin, Patrick Vonderau, Yvonne Zimmermann Copyright 2021
338 Pages
by Routledge

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... Read more
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.

Biography

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>/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).

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