Commercial Cinema: The History of the Advertising Film in the United States
Autor Martin L. Johnsonen Limba Engleză Paperback – 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.
Preț: 187.52 lei
Precomandă
Puncte Express: 281
Carte nepublicată încă
Livrare prin curier în România Precomanda se expediază când titlul devine disponibil.
Transport gratuit de la 400.00 lei Plată online sau ramburs, în funcție de opțiunile comenzii.
Retur gratuit în 14 zile Comandă securizată și suport în română.
Doresc să fiu notificat când acest titlu va fi disponibil:
Se trimite...
Specificații
ISBN-13: 9780252089558
ISBN-10: 0252089553
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: 0252089553
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
Recenzii
“What is an advertising film? Martin Johnson’s invaluable, meticulously researched study of its production, distribution, and exhibition in the early twentieth century reveals it to be a ‘genre of disguise.’ A variety of companies and even government agencies masked its promotional purposes in both fiction and nonfiction guises that circulated in a variety of commercial and especially non-theatrical venues (i.e., schools, religious institutions, city halls, civic clubs, showrooms, etc.). For the development of non-theatrical film, Commercial Cinema argues, the advertising film could not be more crucial.”
—Richard Abel, author of Our Country/Whose Country? Early Westerns and Travel Films as Stories of Settler Colonialism
—Richard Abel, author of Our Country/Whose Country? Early Westerns and Travel Films as Stories of Settler Colonialism
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