Overview

While moving image advertising has been around us, everywhere, for at least a century, the topic has tended to be overlooked by cinema studies. This far-reaching new collection makes an incisive contribution to a new field of study, by exploring the history, theory and practice of moving image advertising, and emphasising the dynamic and lasting relationships between print, film, broadcasting and advertising cultures.In chapters written by an international ensemble of leading scholars and archivists, the book covers a variety of materials from pre-show advertising films to lantern slides and sponsored 'educations'. With case studies of advertising campaigns and archival collections from a range of different countries, and giving consideration to the problems that advertising materials pose for preservation and presentation, this rich and expansive text testifies to the need for a new approach to this burgeoning subject that looks beyond the mere study of promotional film.

Full Product Details

Author:   Patrick Vonderau (University of Halle, Germany) ,  Bo Florin ,  Nico De Klerk
Publisher:   Bloomsbury Publishing PLC
Imprint:   BFI Publishing
Edition:   1st ed. 2017
Dimensions:   Width: 15.60cm , Height: 2.00cm , Length: 23.40cm
Weight:   0.579kg
ISBN:  

9781844578917

ISBN 10:   1844578917
Pages:   324
Publication Date:   01 October 2016
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
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Table of Contents

Acknowledgments.- Notes on Contributors.- Introduction: On Advertising's Relation to Moving Pictures; Patrick Vonderau.- PART I: HISTORIES AND APPROACHES.- 1. Advertising and Film: A Topological Approach; Yvonne Zimmermann.- 2. International Harvester, Business Screen and the History of Advertising Film; Gregory A. Waller.- 3. Selling Machines: Film and its Technologies at the New York World's Fair; Haidee Wasson.- 4. Selling the Motion Picture to the fin de siècle American Public; William Uricchio.- 5. Early Advertising and Promotional Films, 1893–1900: Edison Motion Pictures as a Case Study; Charles Musser.- PART II: FORMS AND PRACTICES.- 6. Advertising and Animation: From the Invisible Hand to Attention Management; Michael Cowan.- 7. More than Product Advertising: Animation, Gasparcolor and Sorela's Corporate Design; Sema Colpan and Lydia Nsiah.- 8. Dream-work: Pan Am's New Horizons in Holland; Nico de Klerk.- 9. The Five-Year Plan on Display: Czechoslovakian Film Advertising; Lucy ?esálková.- 10. Advertising Form, Technological Change and Screen Practices in the United States; William Boddy.- 11. The Best Thing on TV: 1960s US Television Commercials; Cynthia B. Meyers.- 12. The Bear Facts: Commercial Archaeology and the Sugar Bear Campaign; Skip Elsheimer and Devin Orgeron.- 13. Kim Novak and Morgan Stairways: Thinking about the Theory and History of the Tie-in; Patrick Vonderau.- PART III: ARCHIVES AND SOURCES.- 14. Coming Soon! Lantern Slide Advertising in the Archive; Rob Byrne.- 15. The Hidden Film-maker; Dylan Cave.- 16. Robin Hood and the Furry Bowlers: Animators vs Advertisers in Early British Television Commercials; Jez Stewart.- 17. Ahead of Its Showtime: The Packard Humanities Institute Collection at the Academy Film Archive; Cassie Blake.- 18. Parsing the Archive of Rudolf Mayer Film, Vienna, 1937–1939; Joachim Schätz.- 19. The Film Group's Cinéma Vérité TV Ads; Andy Ulhrich.- 20. The Challenge of Archiving Commercials; Catherine Cormon.- 21. The Geesink Collection: Selection Criteria Reconsidered; Leenke Ripmeester.- 22. The Archivio Nazionale Cinema d'Impresa Collections: An Overview; Arianna Turci.- Select Bibliography.- Index.

Reviews

'An important contribution to 'useful' cinema studies and to the history of advertising in general, this book sells itself on first-rate scholarship and descriptions of archival sources that are sure to inspire further research.' BRIAN JACOBSON, ASSISTANT PROFESSOR OF CINEMA STUDIES AND HISTORY, UNIVERSITY OF TORONTO, CANADA 'This wonderful collection is further proof of the transformative perspective introduced by carefully considering non-theatrical cinema. Exemplifying archival and scholarly cooperation, Films That Sell both adds to the cinema studies canon while also showing familiar films in a new light.' OLIVER GAYCKEN, ASSOCIATE PROFESSOR OF ENGLISH, UNIVERSITY OF MARYLAND, USA

This wonderful collection is further proof of the transformative perspective introduced by carefully considering non-theatrical cinema. Exemplifying archival and scholarly cooperation, Films That Sell both adds to the cinema studies canon while also showing familiar films in a new light. -- University of Maryland * Oliver Gaycken * An important contribution to 'useful' cinema studies and to the history of advertising in general, this book sells itself on first-rate scholarship and descriptions of archival sources that are sure to inspire further research. -- Uinversity of Toronto * Brian Jacobson *

Author Information

Patrick Vonderau is Associate Professor of Cinema Studies at the Department of Media Studies at Stockholm University, Sweden. Nico de Klerk is an independent film researcher, archivist and curator. He is on the editorial board of The Moving Image: The Journal of the Association of Moving Image Archivists.Bo Florin is Associate Professor of Cinema Studies at the Department of Media Studies, Stockholm University, Sweden..

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