Consuming Images

Abstract

Establishes the television commercial as a short film and as an art form Examines the television commercial as a vital form of film art, from the (postwar) historical to the contemporary era of production Closely examines the dialogue between Hollywood filmmaking and the television commercial Cites international archival print and media sources, with some previously lost" or impossible to access material now available for critical analyses Draws upon the personal archives of filmmakers involved with the television commercial’s origins, including the late Gerald "Jerry" Schnitzer Incorporates critical interpretive strategies associated with Salt, Meyers, Bordwell, Thompson, Staiger, and reflects the rigors of New Film Historical methodologies Watch this excellent collection of the commercials included in Consuming Images The American television commercial has an aesthetic and historical dynamic linking it directly to cinematic and media cultures. Consuming Images: Film Art and the American Television Commercial establishes the complex vitality of the television commercial both as a short film and as an art form. Through close and comparative readings, the book examines the influence of Hollywood film styles on the television commercial, and the resulting influence of the television commercial on Hollywood, exploring an intertwined aesthetic and technical relationship. Analysing key commercials over the decades that feature new technologies and film aesthetics that were subsequently adopted by feature filmmakers, the book establishes the television commercial as a vital form of film art. "