02215oam 2200397 450 991049457510332120230629231927.090-485-4156-5(CKB)5510000000041260(EXLCZ)99551000000004126020210831h20212021 uy 0engurcn#---uuuuurdacontentrdamediardacarrierAdvertising and the transformation of screen cultures /Bo Florin, Patrick Vonderau and Yvonne ZimmermannAmsterdam :Amsterdam University Press,[2021].©20211 online resource (338 pages) illustrationsFilm culture in transitionIncludes bibliographical references and index.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.Film culture in transitionTheater commercials (Motion pictures)HistoryTheater commercials (Motion pictures)History.Florin Bo801868Vonderau PatrickZimmermann YvonneCKBCKBStDnUADBOOK9910494575103321Advertising and the transformation of screen cultures2787172UNINA