Advertising and the Transformation of Screen Cultures


Project leader


Funding source

Riksbankens Jubileumsfond (RJ)


Project Details

Start date: 01/01/2014
End date: 31/12/2016
Funding: 5077000 SEK


Description

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 19th century. Following the co-evolution of transport and information infrastructures during the Industrial Revolution, motion pictures indeed became central within an ever-expanding promotional 'Medienverbund.' With the global spread of ad agencies, moving image advertisements turned into a privileged cultural form for making people experience the qualities and uses of branded commodities, for articulating visions of a 'good life,' and for inciting social relationships. Yet no book-length study exists that would critically survey the history of motion picture advertising from a Cinema or Media Studies viewpoint. Abandoning a conventional delineation of fields by medium, country, or period, this project suggests a lateral view. It aims to chart the audiovisual history of advertising by focussing on objects (products), screens (exhibition, programming, physical media), practices (production, marketing), and intermediaries (ad agencies). Adopting serial analysis, as developped in industrial film research, our research will trace continuities and links across countries, media or periods, in order to better understand, and evaluate, advertising's role in transformative screen cultures.

Last updated on 2017-24-03 at 12:45