2. Advertising and Modernity: A Critical Reassessment (original) (raw)

Consuming Images: Film Art and the American Television Commercial

Edinburgh University Press, 2020

The American television commercial exhibits an aesthetic and historical dynamic linking it directly to cinematic and media cultures. Consuming Images: Film Art and the American Television Commercial establishes the complex vitality of the television commercial both as a short film and as an art form. Through close and comparative readings, the book examines the influence of Hollywood film styles on the television commercial, and the resulting influence of the television commercial on Hollywood, exploring an intertwined aesthetic and technical relationship. Analysing key commercials over the decades that feature new technologies and film aesthetics that were subsequently adopted by feature filmmakers, the book establishes the television commercial as film art.

Advertising and the Transformation of Screen Cultures

Amsterdam University Press, 2021

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 nineteenth century. With the global spread of ad agencies, moving image advertisements became a privileged cultural form to make people experience the qualities and uses of branded commodities, to articulate visions of a 'good life', and to incite social relationships. Abandoning a conventional delineation of fields by medium, country, or period, this book suggests a lateral view. It charts the audiovisual history of advertising by focussing on objects (products and services), screens (exhibition, programming, physical media), practices (production, marketing), and intermediaries (ad agencies). In this way, the book develops new historical, methodological, and theoretical perspectives.

The [unseen] Modernist Eye: Minimalism, Defamiliarization and the Advertising Film

What is the relationship between fine art / avant-garde practices and domestic television advertising form? In asking this question, this paper departs from the contemporary literature regarding this relationship, which it argues in situating the relationship within late Modernism, overprivileges the formal aspects of the interaction, neglecting the very creative nature of human experience, perception and agency. This paper thus aims to re-think the relationship between the practices of avant-garde and advertising in light of the involvement of the creative nature of human experience, perception and agency by recognising the centrality of human perception to both endeavours. In doing so the paper can begin to discuss the use of avant-garde techniques, such as minimalism and ambiguity, within advertising forms not merely as a formal strategy, but as underpinned by a very human creativity.

HYBIRDITY IN TV COMMERCIALS CONSTRUCTING THE MODERNITY A CRITICAL DISCOURSE ANALYSIS APPROACH

Competitive Social Sciences Research Journal, 2020

ABSTRACT Advertisements play a really important role in our society and for the economy of our country. As all of the popular TV shows are ‘produced in association with' or sponsored by a specific product. So, we have a tendency to area unit nothing without advertisements. The basic aim of this qualitative study was to explore the construction of innovation and modernity through the hybrid discourse of language used in the TV commercials. For this purpose, ten advertisements from different daily streaming channels were selected. Pakistani advertising discourse is hybrid, complicated and mixed at different levels (words, image phrases, and clauses) regarding mixing English words with Urdu words and by representing English in Roman and Urdu alphabets and by showing different images. So, we will say that this study argues that hybrid advertising helps to provide a brand new discourse of hybridity within the Pakistani context. This study investigates, however, language admixture is deployed in Pakistani commercial advertising. For this purpose, this study deploys the framework of James Paul Gee to research industrial advertisements from four channels streaming in Pakistan that are ARY, HUM, Geo and the Express group of media. Choice of advertisements for the analysis is predicated on the dominant influence of advertisements on the ideology of those that however the employment of language and language mixing in advertising is constructing new versions of modernity and innovation in our society. Key Words: Modernity, Advertisement, CDA, Gee’s model

Problematic Dichotomies: Narrative and Spectacle In Advertising and Media Scholarship

Popular Narrative Media, 2009

This article considers the relationship between notions of narrative and spectacular function in advertising and film scholarship. An appraisal of early filmed advertising (1897–1903) demonstrates a complex and continually negotiated relationship between their narrative and spectacular functions and filmed entertainment in its own right. Using this as a departure, the article moves on to an analysis of contemporary advertising narratives to assert that film and television scholarship must now start taking account of the multiplicitous relationship between narrative and spectacle as they function to tie film and advertising texts into a growing and ongoing relationship.

Advertising and Promotional Culture: Case Histories

Advertising and Promotional Culture: Case Histories, 2018

This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.