Branding Hollywood: studio logos and the aesthetics of memory and hype (original) (raw)

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Branding Hollywood: studio logos and the aesthetics of memory and hype

Screen, 2004

Paul GraingePaul Grainge

Abstract

This paper considers the industrial and aesthetic function of the studio logos of major entertainment companies such as Paramount and Warner Bros, and examines their brand function in responding to change in Hollywood history.

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