Consuming Global Images
The International Television Commercial as Short Film
Gary D Rhodes editor Robert Singer editor
Format:Hardback
Publisher:Edinburgh University Press
Publishing:30th Nov '26
£95.00
This title is due to be published on 30th November, and will be despatched as soon as possible.
The world watches commercials. This volume explores this aesthetic and cultural presence, the intermedial relationship and phenomena of international broadcast commercials as film art. Whether sitting in front of a television set in Egypt, Belgium or Portugal, ‘surfing’ across streaming services in Hungary, the Philippines or Chile, or glancing at messages broadcast on electronic billboards in Japan, India, Germany or in movie theatres and television screens in the United States, the question remains relevant: what are we looking at? Consuming Global Images: The International Television Commercial as Short Film addresses the theoretical, industrial and creative gap in the history and criticism of the international broadcast commercial in respective media cultures as it reads the advertisement as a short film.
Consuming Global Images is a timely collection that addresses many compelling issues, subjects and themes regarding international commercials from several national cinemas and historical contexts. Individual chapters offer exciting, useful discussions that address the content, style, auteurs and history of commercials, fulfilling the editors’ aim to expand scholarly and critical attention to an often overlooked form. * Cynthia Felando, University of California, Santa Barbara *
Building on their pioneering Consuming Images (2021), Rhodes and Singer’s exciting new collection, Consuming Global Images, examines commercial broadcasts from around the world as short films and therefore as cultural products with distinct aesthetic features that do more than just sell goods. At a time when the short film has emerged as a staple of commercial online video cultures, this collection reminds us of the need to see beyond the ‘ad’ and understand the aesthetic and cultural context that brings it to audiences. * Yannis Tzioumakis, Professor of Film and Media Industries, University of Liverpool *
ISBN: 9781399570534
Dimensions: unknown
Weight: unknown
248 pages