Advertising and the Transformation of Screen Cultures

Focusing on the evolution of motion picture advertising, this book explores its significant influence on European visual culture since the late 19th century. It examines how moving image advertisements have shaped consumer experiences and societal ideals, transcending traditional boundaries of medium and geography. By analyzing products, exhibition methods, production practices, and the role of ad agencies, it offers innovative historical and theoretical insights into the audiovisual history of advertising and its impact on the concept of a 'good life.'