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Author: Tom von Logue Newth
Publisher: CRC Press
ISBN: 1136016961
Category : Performing Arts
Languages : en
Pages : 177
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Book Description
The Ad-Makers looks at the cinematic form where commerce and creativity collide most dramatically: the TV commercial. Featuring interviews from top professionals in the field, the book provides the kind of behind-the-scenes expertise that it usually takes a lifetime of professional practice to acquire. Gathered from the disciplines of cinematography, directing, producing, and editing, the filmmakers tell the stories behind the making of some of the world’s top commercials. Each chapter includes an overview of best practice and a host of images—stills from the spots themselves and concept visuals. Exploring the creative process from conception to post-production, The Ad-Makers also covers developments within the industry precipitated by the digital age and the new challenges placed on ad-making by the explosion of social media. With special focus on the shooting and production elements of making a television advert, this book is ideal for all filmmakers who want to build a career in advertising or even feature films. • The stories behind some of the best-known TV commercials, as told by the people who made them • Top producers, designers, storyboarders, directors, editors, and visual effects creatives reveal the secrets of the television advertising industry
Author: Tom von Logue Newth
Publisher: CRC Press
ISBN: 1136016961
Category : Performing Arts
Languages : en
Pages : 177
Get Book Here
Book Description
The Ad-Makers looks at the cinematic form where commerce and creativity collide most dramatically: the TV commercial. Featuring interviews from top professionals in the field, the book provides the kind of behind-the-scenes expertise that it usually takes a lifetime of professional practice to acquire. Gathered from the disciplines of cinematography, directing, producing, and editing, the filmmakers tell the stories behind the making of some of the world’s top commercials. Each chapter includes an overview of best practice and a host of images—stills from the spots themselves and concept visuals. Exploring the creative process from conception to post-production, The Ad-Makers also covers developments within the industry precipitated by the digital age and the new challenges placed on ad-making by the explosion of social media. With special focus on the shooting and production elements of making a television advert, this book is ideal for all filmmakers who want to build a career in advertising or even feature films. • The stories behind some of the best-known TV commercials, as told by the people who made them • Top producers, designers, storyboarders, directors, editors, and visual effects creatives reveal the secrets of the television advertising industry
Author: Sandra Silberstein
Publisher: Psychology Press
ISBN: 9780415336246
Category : Foreign Language Study
Languages : en
Pages : 430
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Book Description
Timely and penetrating, War of Words shows how the stories we told after the attacks fashioned a post-9/11 American identity and reinscribed our national beliefs.
Author: Larry M. Forness
Publisher: Prometheus Books
ISBN: 1615925996
Category : Reference
Languages : en
Pages : 358
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Book Description
In the health and fitness industry truth is a scarce commodity, charges Dr. Larry M. Forness. American consumers, exposed to a daily barrage of hype and misinformation about all the products and services that claim to make them healthier and more attractive, annually spend forty billion dollars needlessly on a cornucopia of vitamins, minerals, herbal supplements, ergogenic aids, fitness equipment, and alternative healthcare treatments. In this "survival manual," Forness's goal is to teach consumers the critical tools to make them more knowledgeable about these questionable items. The topics covered include the real meaning of ôscientifically proven," methods for quantitatively analyzing such claims as "more energy" and "improved strength," alternative healthcare treatments vs. hard science, fad diets, aging remedies, abuse of the labels "certified" and "licensed," plus an extremely useful glossary explaining commonly used marketing terms. To reinforce his message, Forness has originated the "Bozo du Jour Award," bestowed on various individuals, groups, or companies that have created or participated in misleading advertising, or have done something that could harm consumers. Before you begin yet another weight loss or fitness program or buy the next healthcare product, you owe it to yourself to read what Dr. Forness has to say.
Author: Paul Rutherford
Publisher: University of Toronto Press
ISBN: 1487522983
Category : Business & Economics
Languages : en
Pages : 467
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Book Description
The Adman's Dilemma is a cultural biography that explores the rise and fall of the advertising man as a figure who became effectively a licensed deceiver in the process of governing the lives of American consumers. Apparently this personage was caught up in a contradiction, both compelled to deceive yet supposed to tell the truth. It was this moral condition and its consequences that made the adman so interesting to critics, novelists, and eventually filmmakers. The biography tracks his saga from its origins in the exaggerated doings of P.T. Barnum, the emergence of a new profession in the 1920s, the heyday of the adman's influence during the post-WW2 era, the later rebranding of the adman as artist, until the apparent demise of the figure, symbolized by the triumph of that consummate huckster, Donald Trump. In The Adman's Dilemma, author Paul Rutherford explores how people inside and outside the advertising industry have understood the conflict between artifice and authenticity. The book employs a range of fictional and nonfictional sources, including memoirs, novels, movies, TV shows, websites, and museum exhibits to suggest how the adman embodied some of the strange realities of modernity.
Author: Arthur Asa Berger
Publisher: Routledge
ISBN: 1351486632
Category : Social Science
Languages : en
Pages : 431
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Book Description
Is television a cultural wasteland, or a medium that has brought people more great art, music, dance, and drama than any previous media? How do we study and interpret television? What are the effects of television on individuals and society, and how do we measure them? What is the role of television in our political and economic life? Television in Society explores these issues in considering how television both reflects and affects society.The book is divided into two sections. The first focuses on programming and deals with commercials, ceremonial events, important series (such as ""MASH"" and ""Lou Grant""), significant programs (a production of Brave New World on television), and the images of police on the medium. The second part of the book deals with important issues and topics related to the medium: the impact of television violence, values found on television, the impact of television on education, the significance of new technological developments, and the always thorny issue of freedom of the press. The articles are drawn together by a brilliant introductory essay by Arthur Asa Berger, who examines television as culture.
Author: Sukki Yoon
Publisher: Routledge
ISBN: 1315392526
Category : Business & Economics
Languages : en
Pages : 227
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Book Description
In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields—advertising, marketing, communications, and psychology—explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages. This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.
Author: Luigi Daniele Manca
Publisher: Lexington Books
ISBN: 073917326X
Category : Business & Economics
Languages : en
Pages : 297
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Book Description
The study of advertising and its treatment of utopian appeal enhance our understanding of consumer culture. By looking into the advertising page, we also look into consumers' desires and the process by which these desires are reshaped and rechanneled through images and narratives created solely for the purpose of making a sale. Utopian Images and Narratives in Advertising: Dreams for Sale, edited by Luigi Manca, Alessandra Manca, and Gail W. Pieper, is a collection of essays which gather a host of academicians from a wide variety of disciplines including sociology, psychology, literature, fine arts, history, religious studies, communication, and media studies. Through their expansive disciplinary expertise, the contributors bring unique insights to the analysis of the advertising page. The collection's cross-disciplinary investigation also examines gender images and narratives which, in the advertising page, are frequently associated with utopian fantasies. The analyses offered in Utopian Images and Narratives in Advertising will appeal to any scholar or student engaged in mass media, communication, and the effect of advertising and consumerism on individuals and cultures.
Author: Rosser Reeves
Publisher: Lulu.com
ISBN: 1387028049
Category : Business & Economics
Languages : en
Pages : 123
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Book Description
Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as "the best book for professionals that has ever come out of Madison Avenue." Rosser Reeves says: "The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research." These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. Get Your Copy Now
Author: Roy F. Fox
Publisher: Bloomsbury Publishing USA
ISBN: 0313002517
Category : Social Science
Languages : en
Pages : 243
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Book Description
This book defines and analyzes the content, structure, and values of three predominant types of public discourse, which are labeled Doublespeak, Salespeak, and Sensationspeak. These media messages are examined to determine how they are constructed and how they influence individuals, ideology, and culture. Discussions are illustrated with a diverse range of examples from popular culture, magazines, Internet sites, politics, television, and film. Fox argues that the Information Age has replaced actual reality with representations of reality. He states that electronic media dominates our lives. Together, these three voices saturate media and technology, profoundly influencing American culture. Fox suggests specific strategies for recognizing and understanding these coded messages. This lively and informative discussion will appeal to anyone who is interested in learning how print and electronic media manipulate both individuals and society as a whole. The extensive research will appeal to media, communications, journalism, and cultural studies scholars alike.
Author: Marcel Danesi
Publisher: Bloomsbury Publishing
ISBN: 1350064181
Category : Language Arts & Disciplines
Languages : en
Pages : 311
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Book Description
Media semiotics is a valuable method of focusing on the hidden meanings within media texts. This new edition brings Understanding Media Semiotics fully up to date and is written for students of the media, of linguistics and those interested in studying the ever-changing media in more detail. Offering an in-depth guide to help students investigate and understand the media using semiotic theory, this book assumes little previous knowledge of semiotics or linguistics, avoiding jargon and explaining the issues step by step. With in-depth case studies, practical accounts and directed further reading, Understanding Media Semiotics provides students with all the tools they need to understand semiotic analysis in the context of the media. Semiotic analysis is sometimes seen as complicated and difficult to understand; Marcel Danesi shows that on the contrary it can be readily understood and can greatly enrich students' understanding of media texts, from print media right through to the internet and apps.
