{"title":"Advertising as Institution:","authors":"P. Vonderau","doi":"10.2307/j.ctv1t1kgh7.7","DOIUrl":"https://doi.org/10.2307/j.ctv1t1kgh7.7","url":null,"abstract":"","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"88 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122220778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.5117/9789462989153_ch02
P. Vonderau
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.
{"title":"Advertising and Modernity: A Critical Reassessment","authors":"P. Vonderau","doi":"10.5117/9789462989153_ch02","DOIUrl":"https://doi.org/10.5117/9789462989153_ch02","url":null,"abstract":"This chapter aims to deconstruct the category of modernity by confronting\u0000 a prevailing abstracted view on screen advertising with the contingencies\u0000 of its archival history. Taking as a case study the 1960s ‘cola wars’ and the\u0000 marketing of cola soft drinks, the chapter shows how this competition\u0000 between Pepsi and Coke related to stylistic innovations such as montage\u0000 sequences, and what relevant mid-level finds can be made regarding one\u0000 specific Pepsi campaign of that era without indulging in overly general\u0000 arguments about modernism or modernity.","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121217352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Advertising and Modernity:","authors":"P. Vonderau","doi":"10.2307/j.ctv1t1kgh7.5","DOIUrl":"https://doi.org/10.2307/j.ctv1t1kgh7.5","url":null,"abstract":"","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131694126","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Advertising and Avant-Gardes:","authors":"Yvonne Zimmermann","doi":"10.2307/j.ctv1t1kgh7.6","DOIUrl":"https://doi.org/10.2307/j.ctv1t1kgh7.6","url":null,"abstract":"","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122381480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.5117/9789462989153_ch06
P. Vonderau
This chapter explores the long history of moving images’ promotional relation to trademarks by focussing on us American case law and a controversy that surrounded a brief moment in the feature film The Hangover II (2011). In the second part, the chapter develops and outlines a typology of moving image testimonials.
{"title":"Advertising as Commercial Speech: Truth and Trademarks in Testimonial Advertising","authors":"P. Vonderau","doi":"10.5117/9789462989153_ch06","DOIUrl":"https://doi.org/10.5117/9789462989153_ch06","url":null,"abstract":"This chapter explores the long history of moving images’ promotional\u0000 relation to trademarks by focussing on us American case law and a controversy\u0000 that surrounded a brief moment in the feature film The Hangover\u0000 II (2011). In the second part, the chapter develops and outlines a typology\u0000 of moving image testimonials.","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130626592","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.5117/9789462989153_ch01
Yvonne Zimmermann
This chapter explores what early process films can tell us about advertising and the transformation of screen cultures. Starting with a detailed historical study of an exemplary process film, the chapter addresses a number of conceptual issues that resonate with takes on screen advertising suggested in the present book. A particular focus lies on screen advertising’s entanglement with entertainment culture, education, visual culture, and commodity culture. Questions of genre and aesthetics, in particular the colour aesthetics of process films in early cinema as well as their colonialist ideology, are also addressed. The chapter argues that screen advertising, despite its often-acknowledged ephemeral nature, is an utterly robust or persistent phenomenon – persistent in regard to the objects, screens, and practices of screen advertising.
{"title":"Early Cinema, Process Films, and Screen Advertising","authors":"Yvonne Zimmermann","doi":"10.5117/9789462989153_ch01","DOIUrl":"https://doi.org/10.5117/9789462989153_ch01","url":null,"abstract":"This chapter explores what early process films can tell us about advertising\u0000 and the transformation of screen cultures. Starting with a detailed\u0000 historical study of an exemplary process film, the chapter addresses a\u0000 number of conceptual issues that resonate with takes on screen advertising\u0000 suggested in the present book. A particular focus lies on screen\u0000 advertising’s entanglement with entertainment culture, education, visual\u0000 culture, and commodity culture. Questions of genre and aesthetics, in\u0000 particular the colour aesthetics of process films in early cinema as well\u0000 as their colonialist ideology, are also addressed. The chapter argues that\u0000 screen advertising, despite its often-acknowledged ephemeral nature, is\u0000 an utterly robust or persistent phenomenon – persistent in regard to the\u0000 objects, screens, and practices of screen advertising.","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"171 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123278329","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Advertising as Commercial Speech:","authors":"P. Vonderau","doi":"10.2307/j.ctv1t1kgh7.9","DOIUrl":"https://doi.org/10.2307/j.ctv1t1kgh7.9","url":null,"abstract":"","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115968186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-07-01DOI: 10.5117/9789462989153_ch03
Yvonne Zimmermann
The chapter takes advertising as an umbrella term for persuasive communication. Looking at screen advertising as a specific type of communication – one that is made to persuade – the documentary, educational films, and avant-garde works of the 1930s and early 1940s come into view together under the label of advertising. Focussing on the work of John Grierson, Paul Rotha, and Hans Richter, the chapter shows how debates among intellectuals, pedagogues, and artists on both sides of the Atlantic revolved around concepts of propaganda and education to promote democracy. The chapter contributes to the field of useful cinema studies by mapping the transnational network of people, ideas, and materials involved in using moving images as tools for shaping the human mind.
{"title":"Advertising and Avant-Gardes: A History of Concepts, 1930–1940","authors":"Yvonne Zimmermann","doi":"10.5117/9789462989153_ch03","DOIUrl":"https://doi.org/10.5117/9789462989153_ch03","url":null,"abstract":"The chapter takes advertising as an umbrella term for persuasive communication.\u0000 Looking at screen advertising as a specific type of communication\u0000 – one that is made to persuade – the documentary, educational films, and\u0000 avant-garde works of the 1930s and early 1940s come into view together\u0000 under the label of advertising. Focussing on the work of John Grierson,\u0000 Paul Rotha, and Hans Richter, the chapter shows how debates among\u0000 intellectuals, pedagogues, and artists on both sides of the Atlantic revolved\u0000 around concepts of propaganda and education to promote democracy. The\u0000 chapter contributes to the field of useful cinema studies by mapping the\u0000 transnational network of people, ideas, and materials involved in using\u0000 moving images as tools for shaping the human mind.","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125685783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Beyond Promotion:","authors":"Bo Florin","doi":"10.2307/j.ctv1t1kgh7.13","DOIUrl":"https://doi.org/10.2307/j.ctv1t1kgh7.13","url":null,"abstract":"","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114233920","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Back Matter","authors":"","doi":"10.2307/j.ctv1t1kgh7.16","DOIUrl":"https://doi.org/10.2307/j.ctv1t1kgh7.16","url":null,"abstract":"","PeriodicalId":146470,"journal":{"name":"Advertising and the Transformation of Screen Cultures","volume":"64 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123476047","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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