Branded entertainment and cinema: the marketisation of Italian film
"The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products pl...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2020
|
| Schriftenreihe: | Routledge critical advertising studies
Routledge critical advertising studies |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | "The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello's early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill up this gap, by focusing on the economic and cultural influence that advertising and advertisers' interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries. Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies"-- |
| Beschreibung: | Description based on print version record and CIP data provided by publisher; resource not viewed |
| Beschreibung: | 1 online resource |
| ISBN: | 9781351166843 1351166840 9781351166836 1351166832 9781351166829 1351166824 9781351166812 1351166816 |
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| format | Electronic eBook |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:16Z |
| indexdate | 2024-07-10T09:00:12Z |
| institution | BVB |
| isbn | 9781351166843 1351166840 9781351166836 1351166832 9781351166829 1351166824 9781351166812 1351166816 |
| language | English |
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| spelling | Dagnino, Gloria Verfasser aut Branded entertainment and cinema the marketisation of Italian film Gloria Dagnino London Routledge 2020 1 online resource txt rdacontent c rdamedia cr rdacarrier Routledge critical advertising studies Description based on print version record and CIP data provided by publisher; resource not viewed "The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello's early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill up this gap, by focusing on the economic and cultural influence that advertising and advertisers' interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries. Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies"-- Motion picture industry / Italy / History Motion picture industry / Economic aspects / Italy Motion picture industry / Social aspects / Italy Motion pictures / Economic aspects / Italy Motion pictures / Social aspects / Italy Advertising / Italy / History Product placement in mass media / Italy / History https://www.taylorfrancis.com/books/9781351166843 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Dagnino, Gloria Branded entertainment and cinema the marketisation of Italian film Motion picture industry / Italy / History Motion picture industry / Economic aspects / Italy Motion picture industry / Social aspects / Italy Motion pictures / Economic aspects / Italy Motion pictures / Social aspects / Italy Advertising / Italy / History Product placement in mass media / Italy / History |
| title | Branded entertainment and cinema the marketisation of Italian film |
| title_auth | Branded entertainment and cinema the marketisation of Italian film |
| title_exact_search | Branded entertainment and cinema the marketisation of Italian film |
| title_exact_search_txtP | Branded entertainment and cinema the marketisation of Italian film |
| title_full | Branded entertainment and cinema the marketisation of Italian film Gloria Dagnino |
| title_fullStr | Branded entertainment and cinema the marketisation of Italian film Gloria Dagnino |
| title_full_unstemmed | Branded entertainment and cinema the marketisation of Italian film Gloria Dagnino |
| title_short | Branded entertainment and cinema |
| title_sort | branded entertainment and cinema the marketisation of italian film |
| title_sub | the marketisation of Italian film |
| topic | Motion picture industry / Italy / History Motion picture industry / Economic aspects / Italy Motion picture industry / Social aspects / Italy Motion pictures / Economic aspects / Italy Motion pictures / Social aspects / Italy Advertising / Italy / History Product placement in mass media / Italy / History |
| topic_facet | Motion picture industry / Italy / History Motion picture industry / Economic aspects / Italy Motion picture industry / Social aspects / Italy Motion pictures / Economic aspects / Italy Motion pictures / Social aspects / Italy Advertising / Italy / History Product placement in mass media / Italy / History |
| url | https://www.taylorfrancis.com/books/9781351166843 |
| work_keys_str_mv | AT dagninogloria brandedentertainmentandcinemathemarketisationofitalianfilm |