[Commlist] New book - Branded Entertainment and Italian Cinema

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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