03828nam 2200613 a 450 991077769470332120230617010305.00-292-79725-710.7560/706002(CKB)1000000000454136(OCoLC)614989247(CaPaEBR)ebrary10194800(SSID)ssj0000125360(PQKBManifestationID)11141330(PQKBTitleCode)TC0000125360(PQKBWorkID)10026452(PQKB)10142394(MiAaPQ)EBC3443122(OCoLC)60745341(MdBmJHUP)muse2087(Au-PeEL)EBL3443122(CaPaEBR)ebr10194800(DE-B1597)587317(DE-B1597)9780292797253(EXLCZ)99100000000045413620040402d2004 ub 0engurcn|||||||||txtccrComing attractions[electronic resource] reading American movie trailers /Lisa Kernan1st ed.Austin University of Texas Press20041 online resource (309 p.) Texas film and media seriesBibliographic Level Mode of Issuance: Monograph0-292-70600-6 Filmography of trailers viewed: p. 219-232.Includes bibliographical references (p. [271]-286) and index.Frontmatter -- Contents -- Acknowledgments -- Chapter 1 Trailers: A Cinema of (Coming) Attractions -- Chapter 2 Trailer Rhetoric -- Chapter 3 The Classical Era: The "Mythic Universal American" -- Chapter 4 The Transitional Era: Chasing the Elusive Audience -- Chapter 5 The Contemporary Era: The Global Family Audience -- Chapter 6 Conclusion. The Cinema Is Dead: Long Live the Cinema of (Coming) Attractions -- Filmography of Trailers Viewed -- Notes -- Selected Bibliography -- IndexMovie trailers-those previews of coming attractions before the start of a feature film-are routinely praised and reviled by moviegoers and film critics alike: "They give away too much of the movie." "They're better than the films." "They only show the spectacular parts." "They lie." "They're the best part of going to the movies." But whether you love them or hate them, trailers always serve their purpose of offering free samples of a film to influence moviegoing decision-making. Indeed, with their inclusion on videotapes, DVDs, and on the Internet, trailers are more widely seen and influential now than at any time in their history. Starting from the premise that movie trailers can be considered a film genre, this pioneering book explores the genre's conventions and offers a primer for reading the rhetoric of movie trailers. Lisa Kernan identifies three principal rhetorical strategies that structure trailers: appeals to audience interest in film genres, stories, and/or stars. She also analyzes the trailers for twenty-seven popular Hollywood films from the classical, transitional, and contemporary eras, exploring what the rhetorical appeals within these trailers reveal about Hollywood's changing conceptions of the moviegoing audience. Kernan argues that movie trailers constitute a long-standing hybrid of advertising and cinema and, as such, are precursors to today's heavily commercialized cultural forms in which art and marketing become increasingly indistinguishable.Texas film and media studies series.Film trailersUnited StatesFilm trailers791.43/75/0973Kernan Lisa1524521MiAaPQMiAaPQMiAaPQBOOK9910777694703321Coming attractions3765410UNINA