Advertising and the Transformation of Screen Cultures

(1) This is the first book presenting nine chapters of theories, histories, and methods entirely devoted to advertising film within a larger context of screen advertising. (2) The book originates within a European tradition of Cinema Studies and works with European (and partly American) sources. (3) Taken together, the book's chapters presents and tests a new approach for studying screen advertising that includes practices and forms, industries and aesthetics, abandoning traditional surveys organized by period, nation, or auteur.