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From the astonished spectator to the spectator in movement : exhibition advertisements in 1920s Germany and Austria

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Cowan_2014_CJFS_Astonished_FinalPublishedVersion.pdf (668.8Kb)
Date
01/08/2014
Author
Cowan, Michael
Keywords
Advertising
Exhibitions
Film
Spectatorship
Portable Projection
German Studies
PN1993 Motion Pictures
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Abstract
Lorsque les foires commerciales, phénomène nouveau et en voie de professionnalisation, se sont répandues après la première guerre mondiale dans des villes telles que Vienne, Francfort, Berlin et Düsseldorf, elles se sont souvent tournées vers le film comme moyen publicitaire, employant fréquemment des experts en animation ou des cinéastes d’avant-garde. En examinant les films publicitaires faits pour ces évènements, cet essai explore quelques unes des relations changeantes, dans les années 1920, entre le cinéma et la culture des foires commerciales. Les films adoptent souvent une stratégie de l’étonnement qui est commune à la publicité imprimée, aux expositions technologiques du 19ième siècle et au cinéma d’attraction des premiers temps. Mais, ils tendent aussi à illustrer un nouveau paradigme du film comme médium qui peut à la fois interpeler le spectateur et le contrôler. Cette idée du film comme moyen de direction du spectateur est en phase avec les nouvelles théories de la publicité qui sont apparues après la guerre et qui ont trouvé leur terrain d’essai précisément dans le milieu des foires commerciales.
Citation
Cowan , M 2014 , ' From the astonished spectator to the spectator in movement : exhibition advertisements in 1920s Germany and Austria ' , Canadian Journal of Film Studies , vol. 23 , no. 1 , pp. 2-29 .
Publication
Canadian Journal of Film Studies
Status
Peer reviewed
ISSN
1084-1490
Type
Journal article
Rights
© CJFS/RCEC 2014. This work is made available online with permission from the publisher. This is the final published version of the work, which was originally published at http://www.filmstudies.ca/journal/cjfs/archives/articles/23.1-cowan-exhibition-advertisements-germany.
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  • Film Studies Research
  • University of St Andrews Research
URL
http://www.filmstudies.ca/journal/cjfs/archives/articles/23.1-cowan-exhibition-advertisements-germany
URI
http://hdl.handle.net/10023/8555

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