Archive for 2019

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[Commlist] New book - Branded Entertainment and Italian Cinema

Wed Dec 18 10:54:42 GMT 2019





New publication from the Routledge Critical Advertising Studies book series.


Gloria Dagnino (2020), "Branded Entertainment and Cinema. The Marketisation of Italian Film. 1st Edition".

https://www.routledge.com/Branded-Entertainment-and-Cinema-The-Marketisation-of-Italian-Film-1st/Dagnino/p/book/9780815348528 <https://www.routledge.com/Branded-Entertainment-and-Cinema-The-Marketisation-of-Italian-Film-1st/Dagnino/p/book/9780815348528>


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 scooterand 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 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.



Table of Contents:

Introduction

Chapter 1: Golden, plastic and lead: Italy between the 1950s and the 1970s

Chapter 2: The normalisation of anomaly: Italy between the 1980s and the 2000s

Chapter 3 The imperfect marketisation: Italian advertising and cinema in the 2000s

Conclusions: to be continued

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