{"title":"Advertising and Modernity: A Critical Reassessment","authors":"P. Vonderau","doi":"10.5117/9789462989153_ch02","DOIUrl":null,"url":null,"abstract":"This chapter aims to deconstruct the category of modernity by confronting\n a prevailing abstracted view on screen advertising with the contingencies\n of its archival history. Taking as a case study the 1960s ‘cola wars’ and the\n marketing of cola soft drinks, the chapter shows how this competition\n between Pepsi and Coke related to stylistic innovations such as montage\n sequences, and what relevant mid-level finds can be made regarding one\n specific Pepsi campaign of that era without indulging in overly general\n arguments about modernism or modernity.","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"14 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Advertising and the Transformation of Screen Cultures","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5117/9789462989153_ch02","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
This chapter aims to deconstruct the category of modernity by confronting
a prevailing abstracted view on screen advertising with the contingencies
of its archival history. Taking as a case study the 1960s ‘cola wars’ and the
marketing of cola soft drinks, the chapter shows how this competition
between Pepsi and Coke related to stylistic innovations such as montage
sequences, and what relevant mid-level finds can be made regarding one
specific Pepsi campaign of that era without indulging in overly general
arguments about modernism or modernity.
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