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Advertising and the Transformation of Screen Cultures

Advertising and the Transformation of Screen Cultures
Author: Bo Florin
Publisher: Amsterdam University Press
Total Pages: 338
Release: 2021-06-16
Genre: Business & Economics
ISBN: 9048541565

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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.


Ambient Screens and Transnational Public Spaces

Ambient Screens and Transnational Public Spaces
Author: Nikos Papastergiadis
Publisher: Hong Kong University Press
Total Pages: 265
Release: 2016-07-01
Genre: Social Science
ISBN: 9888208926

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Large public screens have now become a ubiquitous part of the contemporary cityscape. Far from being simply oversized televisions, the media experts contributing to Ambient Screens and Transnational Public Spaces put forward a strong case that such screens could serve as important sites for cultural exchange. Advances in digital technology spell the possibilities of conducting mobile modes of interaction across national boundaries, and in the process expose the participants to novel sensory experiences, giving rise to a new form of public culture. Understanding this phenomenon calls for a reconceptualization of “public space” and “ambience,” as well as connecting the two concepts with each other. This pioneering study of the impact of media platforms on urban cultural life presents a theoretical analysis and a history of screens, followed by discussions of site-specific urban screen practices on five continents. There is also a substantial examination of the world’s first real-time cross-cultural exchange via the networking of large public screens located in Melbourne and Seoul. “Ambient Screens and Transnational Public Spaces is a provocative interdisciplinary collection that studies public screens in diverse urban contexts ranging from Shanghai to Montreal. Taken together, these essays redefine commonly held notions about cultural policy, information, citizenship, and the quotidian experiences of the Media City. A must read for anyone interested in urban media studies and cultural planning.” —Janine Marchessault, Professor of Cinema and Media Studies, York University “Large screens in public spaces are almost taken for granted in some cities, while in others, they are barely present. This fascinating book provokes new thinking about mediatization as a transformative dimension of urban life. The editor and authors deserve to be congratulated for a welcome and timely volume, demonstrating how large screens in cities transform public spaces and become a platform for new modes of cultural exchange.” —Lily Kong, Lee Kong Chian Chair Professor of Social Sciences, Singapore Management University


Screening the Male

Screening the Male
Author: Steve Cohan
Publisher: Routledge
Total Pages: 292
Release: 2012-09-10
Genre: Social Science
ISBN: 1134900090

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Screening the male re-examines the problematic status of masculinity both in Hollywood cinema and feminist film theory. Classical Hollywood cinema has been theoretically established as a vast pleasure machine, manufacturing an idealized viewer through its phallocentric ideological apparatus. Feminist criticism has shown how difficult it is for the female viewer to resist becoming implicated in this representational system. But the theroies have overlooked the significance of the problem itself - of the masuline motivation at the core of the system. The essays here explore those male characters, spectators, and performers who occupy positions conventionally encoded as "feminine" in Hollywood narrative and questions just how secure that orthodox male position is. Screening the Male brings together an impressive group of both established and emerging scholars from Britain, the United States and Australia unified by a concern with issues that film theorists have exclusively inked to the femninie and not the masculne: spectacle, masochism, passivity, masquerade and, most of all, the body as it signifies gendered, racial, class and generatonal differences.


The Cult of Beauty

The Cult of Beauty
Author: Jaishri Jethwaney
Publisher: Taylor & Francis
Total Pages: 154
Release: 2024-03-12
Genre: Business & Economics
ISBN: 1040001327

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This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the differences between culture-defined gender roles/expectations and women’s portrayal in the ad narrative, and which product category has consistently portrayed women as sex objects. Drawing insights from a seminal research study and Erving Goffman’s classic book ‘Gender Advertisements’, it traces the journey of three decades, beginning the 1990s – the era of liberalization in India, to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global advertising agencies. It discusses the application of a Gender Sensitivity Barometer (GSB) which the creative teams can use to find out how sensitive or insensitive the ad has been based on pre-determined indicators suggested by the GSB. This book will be useful to students, researchers and faculty working in the field of management, advertising, mass communication, psychology, gender studies and sociology. It will also be an indispensable companion to professionals from the field of advertising and related areas.


Pervasive Advertising

Pervasive Advertising
Author: Jörg Müller
Publisher: Springer Science & Business Media
Total Pages: 363
Release: 2011-09-21
Genre: Computers
ISBN: 0857293524

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This book looks at the future of advertising from the perspective of pervasive computing. Pervasive computing encompasses the integration of computers into everyday devices, like the covering of surfaces with interactive displays and networked mobile phones. Advertising is the communication of sponsored messages to inform, convince, and persuade to buy. We believe that our future cities will be digital, giving us instant access to any information we need everywhere, like at bus stops, on the sidewalk, inside the subway and in shopping malls. We will be able to play with and change the appearance of our cities effortlessly, like making flowers grow along a building wall or changing the colour of the street we are in. Like the internet as we know it, this digitalization will be paid for by adverts, which unobtrusively provide us suggestions for nearby restaurants or cafés. If any content annoys us, we will be able to effortlessly say so and change it with simple gestures, and content providers and advertisers will know what we like and be able to act accordingly. This book presents the technological foundations to make this vision a reality.


Purple Cow

Purple Cow
Author: Seth Godin
Publisher: Penguin UK
Total Pages: 160
Release: 2005-01-27
Genre: Business & Economics
ISBN: 0141924861

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You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.


Screening American Independent Film

Screening American Independent Film
Author: Justin Wyatt
Publisher: Taylor & Francis
Total Pages: 564
Release: 2023-05-31
Genre: Performing Arts
ISBN: 1000872742

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This indispensable collection offers 51 chapters, each focused on a distinct American independent film. Screening American Independent Film presents these films chronologically, addressing works from across more than a century (1915−2020), emphasizing the breadth and long duration of American independent cinema. The collection includes canonical examples as well as films that push against and expand the definitions of "independence." The titles run from micro-budget films through marketing-friendly Indiewood projects, from auteur-driven films and festival darlings to B-movies, genre pics, and exploitation films. The chapters also introduce students to different approaches within film studies including historical and contextual framing, industrial and institutional analysis, politics and ideology, genre and authorship, representation, film analysis, exhibition and reception, and technology. Written by leading international scholars and emerging talents in film studies, this volume is the first of its kind. Paying particular attention to issues of diversity and inclusion for both the participating scholars and the content and themes within the selected films, Screening American Independent Film is an essential resource for anyone teaching or studying American cinema.


Street Data

Street Data
Author: Shane Safir
Publisher: Corwin
Total Pages: 281
Release: 2021-02-12
Genre: Education
ISBN: 1071812661

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Radically reimagine our ways of being, learning, and doing Education can be transformed if we eradicate our fixation on big data like standardized test scores as the supreme measure of equity and learning. Instead of the focus being on "fixing" and "filling" academic gaps, we must envision and rebuild the system from the student up—with classrooms, schools and systems built around students’ brilliance, cultural wealth, and intellectual potential. Street data reminds us that what is measurable is not the same as what is valuable and that data can be humanizing, liberatory and healing. By breaking down street data fundamentals: what it is, how to gather it, and how it can complement other forms of data to guide a school or district’s equity journey, Safir and Dugan offer an actionable framework for school transformation. Written for educators and policymakers, this book · Offers fresh ideas and innovative tools to apply immediately · Provides an asset-based model to help educators look for what’s right in our students and communities instead of seeking what’s wrong · Explores a different application of data, from its capacity to help us diagnose root causes of inequity, to its potential to transform learning, and its power to reshape adult culture Now is the time to take an antiracist stance, interrogate our assumptions about knowledge, measurement, and what really matters when it comes to educating young people.


The Digital Transformation of the Fitness Sector

The Digital Transformation of the Fitness Sector
Author: Jerónimo García-Fernández
Publisher: Emerald Group Publishing
Total Pages: 208
Release: 2022-07-20
Genre: Business & Economics
ISBN: 1801178607

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The Digital Transformation of the Fitness Sector highlights the challenges and opportunities of the digitalization of the fitness sector in the wake of recent global challenges in countries around the world.


Breeding Sorghum for Diverse End Uses

Breeding Sorghum for Diverse End Uses
Author: Aruna C
Publisher: Woodhead Publishing
Total Pages: 452
Release: 2018-08-22
Genre: Technology & Engineering
ISBN: 0081018800

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Breeding Sorghum for Diverse End Uses is a comprehensive overview of all significant global efforts for the genetic improvement of sorghum, a major crop of many semi-arid nations that is suitable for a huge range of uses, from human food, to biofuels. Split into two main sections, the book initially reviews the genetic suitability of sorghum for breeding, also providing the history of the genetic improvement of the grain. Finally, other sections look at specific breeding programs that could be improved in a number of areas, including human food, animal feed and industrial usage. Readers in academics, research, plant genetics and sorghum development will find this resource of great value. In addition, it is essential reading for engineers who utilize sorghum for food, feed and industrial materials in industry. Provides information on key advances in the genetic makeup of sorghum Allows plant breeders to apply this research to effectively breed new strains of sorghum that are dependent on final usage goals Includes the latest findings in each section to orient researchers to plans for future genetic enhancement