News
02.03.2025
Book Tip: Advertising and the Transformation of Screen Cultures
by Eyes & Ears of Europe
Advertising is omnipresent – on social media, in TV commercials, in cinemas, or embedded in streaming services. But how has audiovisual advertising evolved? What role does it play in our culture and perception of brands? These questions are at the center of the English-language book Advertising and the Transformation of Screen Cultures by Bo Florin, Patrick Vonderau, and Yvonne Zimmermann. The book analyzes how commercials have shaped industries, aesthetics, and consumer behavior over decades.
The Book's Approach
Traditional research on advertising films typically focuses on specific time periods or countries. This book takes an interdisciplinary perspective. Instead of a chronological approach, it offers a thematic analysis:
- Products and Services: How are goods advertised through moving images?
- Screens and Platforms: What advertising formats emerged in cinema, television, and digital media?
- Production and Marketing Practices: How does advertising evoke emotions and influence purchasing decisions?
- Intermediaries and Advertising Agencies: Who designs and spreads advertising content?
This innovative structure allows for a fresh look at advertising and its cultural function.
Historical Development of Screen Advertising
The book shows that moving advertising became popular not only with television. As early as the late 19th century, companies used advertising films. In particular, short advertising strips were shown in early cinemas in Europe to promote brands.
With the spread of television in the 1950s, audiovisual advertising gained importance. Companies invested in ad campaigns that not only presented products but also conveyed societal images and consumer ideals. Advertising reflects and shapes our perceptions of consumption, success, and happiness.
In the digital era, YouTube, Instagram, and TikTok have revolutionized advertising practices. Companies increasingly rely on personalized advertising based on user behavior. This development is also explored in the book.
Advertising as a Cultural Phenomenon
A central thesis of the book is that advertising not only has an economic function but is also a cultural phenomenon. Commercials serve as historical documents, reflecting societal values.
For example, historical commercials from the 1950s often depicted idealized family images, while from the 1980s onward, individuality and self-realization were emphasized. Today, brands increasingly focus on diversity and social responsibility.
The book highlights how advertising shapes societal norms and creates new identities. It operates globally and influences people across national borders.
Methods and Theories for Analyzing Advertising Films
The book draws on film studies, media research, and cultural theory. It analyzes not only the content of advertising but also its production, distribution, and reception.
This includes questions such as:
- How are emotions deliberately created in commercials?
- What role do music, editing, and visual design play?
- How does the placement of advertising influence consumer behavior?
The authors argue that advertising must be considered in a larger media and cultural context.
Advertising and the Transformation of Screen Cultures provides an in-depth analysis of audiovisual advertising. Through its interdisciplinary perspective, it offers new insights into the history and present of the advertising industry. Anyone interested in media studies, advertising, or film history will find this book a valuable resource.
The work not only provides a historical overview but also a critical reflection on the future of advertising in an increasingly digitalized world. It shows that commercials are more than just sales strategies – they are cultural documents that shape our perception and behavior.
