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OverviewIn 1914, the Ford Motor Company opened its Motion Picture Laboratory, an in-house operation that produced motion pictures to educate its workforce and promote its products. Just six years later, Ford films had found their way into schools and newsreels, travelogues, and even feature films in theaters across the country. It is estimated that by 1961, the company’s movies had captured an audience of sixty-four million people. This study of Ford’s corporate film program traces its growth and rise in prominence in corporate America. Drawing on nearly three hundred hours of material produced between 1914 and 1954, Timothy Johnson chronicles the history of Ford’s filmmaking campaign and analyzes selected films, visual and narrative techniques, and genres. He shows how what began as a narrow educational initiative grew into a global marketing strategy that presented a vision not just of Ford or corporate culture but of American life more broadly. In these films, Johnson uncovers a powerful rhetoric that Ford used to influence American labor, corporate style, production practices, road building, suburbanization, and consumer culture. The company’s early and continued success led other corporations to adopt similar programs. Persuasive and thoroughly researched, Rhetoric, Inc. documents the role that imagery and messaging played in the formation of the modern American corporation and provides a glimpse into the cultural turn to the economy as a source of entertainment, value, and meaning. Full Product DetailsAuthor: Timothy Johnson (Assistant Professor of English, University of Louisville)Publisher: Pennsylvania State University Press Imprint: Pennsylvania State University Press Volume: 15 Dimensions: Width: 15.20cm , Height: 2.30cm , Length: 22.90cm Weight: 0.145kg ISBN: 9780271087900ISBN 10: 0271087900 Pages: 240 Publication Date: 14 October 2020 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: Manufactured on demand We will order this item for you from a manufactured on demand supplier. Table of ContentsList of Figures Acknowledgements Introduction Chapter One: Spreading the Industrial Aesthetic in Ford’s Education Films Chapter Two: Ford’s Montage Films and the Formation of a “Rhetorical Economy” Chapter Three: Ford’s Cinematic Production of Economic Space Chapter Four: Spectacle and Spectatorship in Ford’s World’s Fair Films Chapter Five: War, Industrial Globalization, and the Managerial Gaze Conclusion Notes Bibliography IndexReviewsThis book does important work by advancing a theory of how society may be organized around terms, values, images, and ways of thinking promulgated by corporations. It makes a valuable contribution to communication and rhetorical theory, to film studies, and even to economics. -Barry Brummett, author of Rhetoric of Machine Aesthetics This book brings together a set of literatures that, taken together in service of the case study at hand, offer a fascinating perspective on the relationship between rhetoric, film, corporatization, and hegemony. The central concept-incorporational rhetoric-will undoubtedly be useful to a wide range of scholars studying consumerism and commercial discourse, and rhetoric writ large. -Christine Harold, author of OurSpace: Resisting the Corporate Control of Culture This book brings together a set of literatures that, taken together in service of the case study at hand, offer a fascinating perspective on the relationship between rhetoric, film, corporatization, and hegemony. The central concept-incorporational rhetoric-will undoubtedly be useful to a wide range of scholars studying consumerism and commercial discourse, and rhetoric writ large. -Christine Harold, author of OurSpace: Resisting the Corporate Control of Culture This book does important work by advancing a theory of how society may be organized around terms, values, images, and ways of thinking promulgated by corporations. It makes a valuable contribution to communication and rhetorical theory, to film studies, and even to economics. -Barry Brummett, author of Rhetoric of Machine Aesthetics Author InformationTimothy Johnson is Associate Professor of English at the University of Louisville. Tab Content 6Author Website:Countries AvailableAll regions |