Patrick Vonderau

Bo Florin

Yvonne Zimmermann

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

Victor Sjöström (1879-1960), or Victor Seastrom as he was known during his Hollywood career, was undoubtedly one of the most renowned silent film directors. Focusing on his masterpieces such as 'The Scarlet Letter' and 'The Wind', but also including films he had made in Sweden before moving to Hollywood, as well as film fragments and films considered lost, Florin analyses Sjöström's austere and naturalistic style and the transformations it underwent during his Hollywood years.

Victor Sjöström in Hollywood, 1923-1930

Transition and Transformation

Nico De Klerk

While moving image advertising has been around us, everywhere, for at least a century, the topic has tended to be overlooked by cinema studies. This far-reaching new collection makes an incisive contribution to a new field of study, by exploring the history, theory and practice of moving image advertising, and emphasising the dynamic and lasting relationships between print, film, broadcasting and advertising cultures.In chapters written by an international ensemble of leading scholars and archivists, the book covers a variety of materials from pre-show advertising films to lantern slides and sponsored 'educations'. With case studies of advertising campaigns and archival collections from a range of different countries, and giving consideration to the problems that advertising materials pose for preservation and presentation, this rich and expansive text testifies to the need for a new approach to this burgeoning subject that looks beyond the mere study of promotional film.

Bo Florin

Books

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