LEADER 02213oam 2200397 450 001 996435448303316 005 20230629231927.0 010 $a90-485-4156-5 035 $a(CKB)5510000000041260 035 $a(EXLCZ)995510000000041260 100 $a20210831h20212021 uy 0 101 0 $aeng 135 $aurcn#---uuuuu 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aAdvertising and the transformation of screen cultures /$fBo Florin, Patrick Vonderau and Yvonne Zimmermann 210 1$aAmsterdam :$cAmsterdam University Press,$d[2021]. 210 4$dİ2021 215 $a1 online resource (338 pages) $cillustrations 225 1 $aFilm culture in transition 320 $aIncludes bibliographical references and index. 330 $aAdvertising has played a central role in shaping the history of modern media. While often identified with American consumerism and the rise of the 'Information Society', motion picture advertising has been part of European visual culture since the late nineteenth century. With the global spread of ad agencies, moving image advertisements became a privileged cultural form to make people experience the qualities and uses of branded commodities, to articulate visions of a 'good life', and to incite social relationships. Abandoning a conventional delineation of fields by medium, country, or period, this book suggests a lateral view. It charts the audiovisual history of advertising by focussing on objects (products and services), screens (exhibition, programming, physical media), practices (production, marketing), and intermediaries (ad agencies). In this way, the book develops new historical, methodological, and theoretical perspectives. 410 0$aFilm culture in transition 606 $aTheater commercials (Motion pictures)$xHistory 615 0$aTheater commercials (Motion pictures)$xHistory. 700 $aFlorin$b Bo$0801868 702 $aVonderau$b Patrick 702 $aZimmermann$b Yvonne 801 0$bCKB 801 1$bCKB 801 2$bStDnUAD 906 $aBOOK 912 $a996435448303316 996 $aAdvertising and the transformation of screen cultures$92787172 997 $aUNISA