1st Edition
Branded Entertainment and Cinema The Marketisation of Italian Film
By Gloria Dagnino
Copyright 2020
120 Pages
by
Routledge
118 Pages
by
Routledge
118 Pages
by
Routledge
Also available as eBook on:
The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello ’s early format of branded... Read more
Introduction
Chapter 1: Golden, plastic and lead: Italy between the 1950s and the 1970s
Chapter 2: The normalisation of anomaly: Italy between the 1980s and the 2000s
Chapter 3 The imperfect marketisation: Italian advertising and cinema in the 2000s
Conclusions: to be continued
Biography
Gloria Dagnino, PhD, works at the Institute of Media and Journalism of the Università della Svizzera Italian (USI), where she teaches film economics within the Master program in Film Studies of the Swiss Cinema Network. She is also the Equal Opportunities officer at USI. Her research interests include political economy of media, branded content, media diversity and Italian cinema.
