Research project Advertising and the Transformation of Screen Cultures
The project ”Advertising and the Transformation of Screen Cultures” studies moving image advertisements from different angles and in this way develops new historical, methodological, and theoretical perspectives.
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 project 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, this project develops new historical, methodological, and theoretical perspectives.
Project description
Project members:
- Bo Florin, Associate Professor later on Professor in Cinema Studies, Department of Media Studies, Stockholm University
- Yvonne Zimmermann, Professor of Media Studies at Philipps-University Marburg
- Patrick Vonderau, Professor of Media and Communication Studies at the Martin-Luther-University Halle-Wittenberg
Project members
Project managers
Patrick Vonderau
Professor
Members
Bo Florin
Professor i filmvetenskap
Yvonne Zimmermann
Professor of Media Studies