Commercial Cinema: The History of the Advertising Film in the United States
Autor Martin L. Johnsonen Limba Engleză Hardback – 15 dec 2026
Film audiences resisted blatant ads since cinema’s earliest days. The advertising film arose as a movie that masqueraded as entertainment or instruction to achieve its goals. Martin L. Johnson reveals the evasive history of advertising films through the actions of individuals, corporate sponsors and producers, and government agencies and non-profits that made, circulated, and showed them.
An advertising film placed promotional content into movies presented as travelogues, educational shorts, industrial films, or scenes of daily life. Business and government, meanwhile, built systems to distribute the films to unsuspecting audiences in schools, churches, civic groups, and universities. Through experimentation, corporations honed sophisticated tools of persuasion that used moving images to influence the public. What they learned reshaped notions of storytelling, technology, and corporate communication while setting the stage for advertising’s symbiotic relationship with television.
Persuasive and expert, Commercial Cinema illuminates the changing fortunes and eventual fate of a film genre in disguise.
An advertising film placed promotional content into movies presented as travelogues, educational shorts, industrial films, or scenes of daily life. Business and government, meanwhile, built systems to distribute the films to unsuspecting audiences in schools, churches, civic groups, and universities. Through experimentation, corporations honed sophisticated tools of persuasion that used moving images to influence the public. What they learned reshaped notions of storytelling, technology, and corporate communication while setting the stage for advertising’s symbiotic relationship with television.
Persuasive and expert, Commercial Cinema illuminates the changing fortunes and eventual fate of a film genre in disguise.
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Specificații
ISBN-13: 9780252049897
ISBN-10: 0252049896
Pagini: 240
Ilustrații: 36 black and white images
Dimensiuni: 152 x 229 mm
Greutate: 0.45 kg
Ediția:First Edition
Editura: University of Illinois Press
Colecția University of Illinois Press
ISBN-10: 0252049896
Pagini: 240
Ilustrații: 36 black and white images
Dimensiuni: 152 x 229 mm
Greutate: 0.45 kg
Ediția:First Edition
Editura: University of Illinois Press
Colecția University of Illinois Press
Notă biografică
Martin L. Johnson is an associate professor of English and comparative literature at the University of North Carolina at Chapel Hill. He is the author of Main Street Movies: The History of Local Film in the United States.
Cuprins
Introduction
Chapter 1: An “Advertising Punch” in Every Frame: Image Making in Early Advertising Films.
Chapter 2: Exhibitors! Stop Being the Goat! The curious failure of the advertising film in the United States
Chapter 3: Letting Dynamite Do It: The Rise of Corporate Cinema
Chapter 4: Distribution and the “free” film: How advertising films became educational
Chapter 5: Trade Follows the Film
Chapter 6: Sixty Seconds of Sales: How the Federal Trade Commission Shut Down the Advertising Film business in 1943
Conclusion
Chapter 1: An “Advertising Punch” in Every Frame: Image Making in Early Advertising Films.
Chapter 2: Exhibitors! Stop Being the Goat! The curious failure of the advertising film in the United States
Chapter 3: Letting Dynamite Do It: The Rise of Corporate Cinema
Chapter 4: Distribution and the “free” film: How advertising films became educational
Chapter 5: Trade Follows the Film
Chapter 6: Sixty Seconds of Sales: How the Federal Trade Commission Shut Down the Advertising Film business in 1943
Conclusion