[ecrea] Cfp: Exploring advertising

EXPLORING ADVERTISING

International Conference


Department of Media Studies


Stockholm University


3rd-5th of May, 2012

Conference Venue:

Filmhuset, Borgvägen 1-5, S-1155 Stockholm / www.sfi.se <http://www.sfi.se>


KEYNOTE SPEAKERS: William Boddy, Charles McGovern, Sean Nixon, Natalia
Tolstikova

As an aesthetic, industrial, and cultural practice, advertising has
played a pivotal role in shaping the history of virtually every modern
mass medium. In its ubiquity and ephemerality, avant-gardist designs and
persuasive rhetorics, advertising has epitomized modernity as well as
popular culture. Today, advertising plays a key role in media
transformation processes. Bringing together academics, industry
professionals and archivists, this international conference is the first
to explore advertising as a foundational player in screen cultures, and
to shed more light on its specific objects, screens, practices, and
intermediaries.

---Regarding advertising’s ‘objects’, the conference invites analyses of
the ‘object lessons’ of specific products advertised in moving image
media and on the complex careers of objects across campaigns. Topics may
include the screen histories of particular branded products such as the
automobile the objecthood of images, or the relation of advertised
objects to subjectivity and subjectification processes.

---The ‘screens’ of advertising can be understood both figuratively—as
exhibition and programming strategies—and literally—as the variety of
physical screens on which advertised products and services are
displayed, thus inviting papers analysing the many ways advertisements
have been made accessible.

---‘Practices’ of advertising, in turn, include the making (and
unmaking) of motion picture advertisements, for example, and politically
motivated uses made of advertising strategies, forms, films, and brands,
such as Adbusters, for instance, and Kalle ­Lasn’s ‘occupywallstreet’
Twitter hashtag. ‘Practice’ can also include archival practice, from
YouTube functioning as the world’s largest advertising archive to
changing and morally charged perspectives on advertising as cultural
heritage.

---Regarding advertisement’s ‘intermediaries’, the conference proposes
to analyse the role of ad agencies and other ‘in-betweens’ such as
distributors, media institutions, and online platforms, in order to
understand the ways advertising is practiced in these spaces. In
particular, the role of ad agencies has been neglected and needs
clarification. Who makes which decisions? How do ad agencies relate to
general political and societal issues, such as, for instance, media
debates on advertising?

Scholars from all areas of Cinema and Media studies and related
disciplines are invited to submit paper proposals. The conference will
consist of academic panels, practitioner workshops, archival screenings,
and in keynotes. The aim is to create a dialogue between institutions
that have not hitherto shared their interests and resources. The
conference also aims to outline an agenda for future collaborative
research projects and networks involving archivists and scholars. The
proposal should consist of a short abstract (300 words max), bio (100
words max), and bibliography (5-10 references max). Please send your
proposal to (bo.florin /at/ mail.film.su.se) <mailto:(bo.florin /at/ mail.film.su.se)>
before 15th of March 2012. Notification will follow shortly thereafter.
The conference language is English.


ORGANIZERS

Bo Florin, Pelle Snickars, Patrick Vonderau - Institutionen för
mediestudier (IMS), Stockholm University, in collaboration with the
National Library of Sweden (KB), the Swedish Film Institute (SFI) and
MINE – Media Industries Network Europe (www.mine-europe.com
<http://www.mine-europe.com>)


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