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Advertising and the Transformation of Screen Cultures
by Bo Florin, Patrick Vonderau and Yvonne Zimmermann
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Book Presentation:
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 book 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, the book develops new historical, methodological, and theoretical perspectives.
About the authors:
Bo Florin is Professor of Cinema Studies at the Department for Media Studies, Stockholm University, Sweden. Patrick Vonderau is Professor of Media and Communication Studies at the University of Halle, Germany. Yvonne Zimmermann is Professor of Media Studies at Philipps-University Marburg. Recent books include the co-authored Advertising and the Transformation of Screen Cultures (AUP 2021) and the co-edited Films That Work Harder: The Global Circulations of Industrial Cinema (AUP 2023). She is the editor of a special issue on Asta Nielsen, the film star system and the introduction of the long feature film in Early Popular Visual Culture (2021).
See the publisher website: Amsterdam University Press
> From the same authors:
Films That Work Harder (2023)
The Circulation of Industrial Film
Dir. Vinzenz Hediger, Florian Hoof and Yvonne Zimmermann
Subject: Economics
How Film Histories Were Made (2023)
Materials, Methods, Discourses
Dir. Malte Hagener and Yvonne Zimmermann
Subject: History of Cinema
Films that Work (2009)
Industrial Film and the Productivity of Media
Dir. Vinzenz Hediger and Patrick Vonderau
Subject: Genre > Documentary
> On a related topic:
Profit Margins (2021)
The American Silent Cinema and the Marginalization of Advertising
Subject: Silent Cinema
Shifting Gender Identities in Popular Culture (2025)
Essays on Representation Since 2010
Dir. Laura J. Getty and Josef Vice
Subject: Sociology
Audience Sociology and Consumer Behavior in the Film Industry (2025)
Dir. Azime Cantaş
Subject: Sociology
The Drive-In (2025)
Outdoor Cinema in 1950s America and the Popular Imagination
by Guy Barefoot
Subject: Sociology
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