Introduction

Chapters in this book

1. Frontmatter 1
2. Table of Contents 5
3. Introduction 7
4. 1. Early Cinema, Process Films, and Screen Advertising 21
5. Part I Approaches and Methods
6. 2. Advertising and Modernity: A Critical Reassessment 51
7. 3. Advertising and Avant-Gardes: A History of Concepts, 1930–1940 77
8. 4. Advertising as Institution: Charles Wilp and German Television, 1950– 1970 113
9. 5. Advertising and the Apparatus : Cinema, Television, and Out-of-Home Screens 155
10. 6. Advertising as Commercial Speech: Truth and Trademarks in Testimonial Advertising 195
11. 7. Advertising’s Self-Reference: From Early Cinema to the Super Bowl 215
12. Part II Cases and Materials
13. 8. Moving Objects: The Case of Volvo 245
14. 9. Cinematic Intertexts: h&m Goes YouTube 269
15. 10. Beyond Promotion: The UN Global Goal Campaign 291
16. Select Bibliography 315
17. Index 333