‘What is the Cartoon Doing for Advertisers?’ British Animated Advertising Films of the 1930s (original) (raw)

Abstract

This paper will explore animated film advertisements in Britain during the 1930s. Growing academic attention has been given to non-theatrical film including the advertising film. Films That Sell: Moving Pictures and Advertising was published in 2016, providing the first significant overview of the topic exploring its history, theory and practice. However, such interest has tended to focus on the United States while the British context has received only limited but valuable attention from scholars such as Jez Stewart and Simon Brown and from scholars examining the animators associated with the GPO. This paper will contribute to this growing body of work by mapping key agents in the production of animated advertising films during the 1930s including animators such as Anson Dyer, producers such as Revelations Films, Ltd as well as advertising agents, film distributors and exhibitors in order to identify key industry structures and their influence on the development of British animated advertising films. The paper will include a case study of the film See How They Won (1935) made for Boots the Chemists and animated by Ub Iwerks, former collaborator of Walt Disney, in order to explore the film’s place within the wider advertising industry and the cultural context of the period.

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