Advertising Transformation Screen Cult

Author : Bo Florin,Patrick Vonderau,Yvonne Zimmermann
Publisher : Amsterdam University Press
Page : 338 pages
File Size : 54,7 Mb
Release : 2021-06-16
Category : Business & Economics
ISBN : 9789048541560

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Advertising and the Transformation of Screen Cultures by Bo Florin,Patrick Vonderau,Yvonne Zimmermann Pdf

Advertising has played a central role in shaping the history of modern media. While often identified with American consumerism and the rise of the 'Information Society', motion picture advertising has been part of European visual culture since the late nineteenth century. With the global spread of ad agencies, moving image advertisements became a privileged cultural form to make people experience the qualities and uses of branded commodities, to articulate visions of a 'good life', and to incite social relationships. Abandoning a conventional delineation of fields by medium, country, or period, this book suggests a lateral view. It charts the audiovisual history of advertising by focussing on objects (products and services), screens (exhibition, programming, physical media), practices (production, marketing), and intermediaries (ad agencies). In this way, the book develops new historical, methodological, and theoretical perspectives.

Author : Nikos Papastergiadis
Publisher : Hong Kong University Press
Page : 265 pages
File Size : 42,9 Mb
Release : 2016-07-01
Category : Social Science
ISBN : 9789888208920

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Ambient Screens and Transnational Public Spaces by Nikos Papastergiadis Pdf

Large public screens have now become a ubiquitous part of the contemporary cityscape. Far from being simply oversized televisions, the media experts contributing to Ambient Screens and Transnational Public Spaces put forward a strong case that such screens could serve as important sites for cultural exchange. Advances in digital technology spell the possibilities of conducting mobile modes of interaction across national boundaries, and in the process expose the participants to novel sensory experiences, giving rise to a new form of public culture. Understanding this phenomenon calls for a reconceptualization of “public space” and “ambience,” as well as connecting the two concepts with each other. This pioneering study of the impact of media platforms on urban cultural life presents a theoretical analysis and a history of screens, followed by discussions of site-specific urban screen practices on five continents. There is also a substantial examination of the world’s first real-time cross-cultural exchange via the networking of large public screens located in Melbourne and Seoul. “Ambient Screens and Transnational Public Spaces is a provocative interdisciplinary collection that studies public screens in diverse urban contexts ranging from Shanghai to Montreal. Taken together, these essays redefine commonly held notions about cultural policy, information, citizenship, and the quotidian experiences of the Media City. A must read for anyone interested in urban media studies and cultural planning.” —Janine Marchessault, Professor of Cinema and Media Studies, York University “Large screens in public spaces are almost taken for granted in some cities, while in others, they are barely present. This fascinating book provokes new thinking about mediatization as a transformative dimension of urban life. The editor and authors deserve to be congratulated for a welcome and timely volume, demonstrating how large screens in cities transform public spaces and become a platform for new modes of cultural exchange.” —Lily Kong, Lee Kong Chian Chair Professor of Social Sciences, Singapore Management University

Author : Jaishri Jethwaney
Publisher : Taylor & Francis
Page : 154 pages
File Size : 45,7 Mb
Release : 2024-03-12
Category : Business & Economics
ISBN : 9781040001325

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The Cult of Beauty by Jaishri Jethwaney Pdf

This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the differences between culture-defined gender roles/expectations and women’s portrayal in the ad narrative, and which product category has consistently portrayed women as sex objects. Drawing insights from a seminal research study and Erving Goffman’s classic book ‘Gender Advertisements’, it traces the journey of three decades, beginning the 1990s – the era of liberalization in India, to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global advertising agencies. It discusses the application of a Gender Sensitivity Barometer (GSB) which the creative teams can use to find out how sensitive or insensitive the ad has been based on pre-determined indicators suggested by the GSB. This book will be useful to students, researchers and faculty working in the field of management, advertising, mass communication, psychology, gender studies and sociology. It will also be an indispensable companion to professionals from the field of advertising and related areas.

Author : Steve Cohan,Ina Rae Hark
Publisher : Routledge
Page : 292 pages
File Size : 51,5 Mb
Release : 2012-09-10
Category : Social Science
ISBN : 9781134900091

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Screening the Male by Steve Cohan,Ina Rae Hark Pdf

Screening the male re-examines the problematic status of masculinity both in Hollywood cinema and feminist film theory. Classical Hollywood cinema has been theoretically established as a vast pleasure machine, manufacturing an idealized viewer through its phallocentric ideological apparatus. Feminist criticism has shown how difficult it is for the female viewer to resist becoming implicated in this representational system. But the theroies have overlooked the significance of the problem itself - of the masuline motivation at the core of the system. The essays here explore those male characters, spectators, and performers who occupy positions conventionally encoded as "feminine" in Hollywood narrative and questions just how secure that orthodox male position is. Screening the Male brings together an impressive group of both established and emerging scholars from Britain, the United States and Australia unified by a concern with issues that film theorists have exclusively inked to the femninie and not the masculne: spectacle, masochism, passivity, masquerade and, most of all, the body as it signifies gendered, racial, class and generatonal differences.

Author : Jörg Müller,Florian Alt,Daniel Michelis
Publisher : Springer Science & Business Media
Page : 366 pages
File Size : 55,9 Mb
Release : 2011-09-21
Category : Computers
ISBN : 9780857293527

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Pervasive Advertising by Jörg Müller,Florian Alt,Daniel Michelis Pdf

This book looks at the future of advertising from the perspective of pervasive computing. Pervasive computing encompasses the integration of computers into everyday devices, like the covering of surfaces with interactive displays and networked mobile phones. Advertising is the communication of sponsored messages to inform, convince, and persuade to buy. We believe that our future cities will be digital, giving us instant access to any information we need everywhere, like at bus stops, on the sidewalk, inside the subway and in shopping malls. We will be able to play with and change the appearance of our cities effortlessly, like making flowers grow along a building wall or changing the colour of the street we are in. Like the internet as we know it, this digitalization will be paid for by adverts, which unobtrusively provide us suggestions for nearby restaurants or cafés. If any content annoys us, we will be able to effortlessly say so and change it with simple gestures, and content providers and advertisers will know what we like and be able to act accordingly. This book presents the technological foundations to make this vision a reality.

Author : Jerónimo García-Fernández,Manel Valcarce-Torrente,Sardar Mohammadi,Pablo Gálvez-Ruiz
Publisher : Emerald Group Publishing
Page : 208 pages
File Size : 48,8 Mb
Release : 2022-07-20
Category : Business & Economics
ISBN : 9781801178600

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The Digital Transformation of the Fitness Sector by Jerónimo García-Fernández,Manel Valcarce-Torrente,Sardar Mohammadi,Pablo Gálvez-Ruiz Pdf

The Digital Transformation of the Fitness Sector highlights the challenges and opportunities of the digitalization of the fitness sector in the wake of recent global challenges in countries around the world.

Author : Justin Wyatt,W.D. Phillips
Publisher : Taylor & Francis
Page : 564 pages
File Size : 48,6 Mb
Release : 2023-05-31
Category : Performing Arts
ISBN : 9781000872743

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Screening American Independent Film by Justin Wyatt,W.D. Phillips Pdf

This indispensable collection offers 51 chapters, each focused on a distinct American independent film. Screening American Independent Film presents these films chronologically, addressing works from across more than a century (1915−2020), emphasizing the breadth and long duration of American independent cinema. The collection includes canonical examples as well as films that push against and expand the definitions of "independence." The titles run from micro-budget films through marketing-friendly Indiewood projects, from auteur-driven films and festival darlings to B-movies, genre pics, and exploitation films. The chapters also introduce students to different approaches within film studies including historical and contextual framing, industrial and institutional analysis, politics and ideology, genre and authorship, representation, film analysis, exhibition and reception, and technology. Written by leading international scholars and emerging talents in film studies, this volume is the first of its kind. Paying particular attention to issues of diversity and inclusion for both the participating scholars and the content and themes within the selected films, Screening American Independent Film is an essential resource for anyone teaching or studying American cinema.

Author : Aruna C,K.B.R.S. Visarada,B. Venkatesh Bhat,Vilas A. Tonapi
Publisher : Woodhead Publishing
Page : 450 pages
File Size : 47,8 Mb
Release : 2018-08-22
Category : Technology & Engineering
ISBN : 9780081018804

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Breeding Sorghum for Diverse End Uses by Aruna C,K.B.R.S. Visarada,B. Venkatesh Bhat,Vilas A. Tonapi Pdf

Breeding Sorghum for Diverse End Uses is a comprehensive overview of all significant global efforts for the genetic improvement of sorghum, a major crop of many semi-arid nations that is suitable for a huge range of uses, from human food, to biofuels. Split into two main sections, the book initially reviews the genetic suitability of sorghum for breeding, also providing the history of the genetic improvement of the grain. Finally, other sections look at specific breeding programs that could be improved in a number of areas, including human food, animal feed and industrial usage. Readers in academics, research, plant genetics and sorghum development will find this resource of great value. In addition, it is essential reading for engineers who utilize sorghum for food, feed and industrial materials in industry. Provides information on key advances in the genetic makeup of sorghum Allows plant breeders to apply this research to effectively breed new strains of sorghum that are dependent on final usage goals Includes the latest findings in each section to orient researchers to plans for future genetic enhancement

Author : R. Madhusudhana,P. Rajendrakumar,J.V. Patil
Publisher : Springer
Page : 226 pages
File Size : 41,9 Mb
Release : 2015-08-20
Category : Technology & Engineering
ISBN : 9788132224228

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Sorghum Molecular Breeding by R. Madhusudhana,P. Rajendrakumar,J.V. Patil Pdf

This book provides an up-to-date overview of international research work on sorghum. Its comprehensive coverage of our current understanding of transgenic development in sorghum and the strategies that are being applied in molecular breeding make this book unique. Important areas such as genetic diversity, QTL mapping, heterosis prediction, genomic and bioinformatics resources, post-genome sequencing developments, molecular markers development using bioinformatics tools, genetic transformation and transgenic research are also addressed. The availability of the genome sequence along with other recent developments in sequencing and genotyping technologies has resulted in considerable advances in the area of sorghum genomics. These in turn have led to the generation of a large number of DNA-based markers and resulted in the identification and fine mapping of QTL associated with grain yield, its component traits, biotic and abiotic stress tolerance as well as grain quality traits in sorghum. Though a large volume of information has accumulated over the years, especially following the sequencing of the sorghum genome, until now it was not available in a single reference resource. This book fills that gap by documenting advances in the genomics and transgenic research in sorghum and presenting critical reviews and future prospects. “Sorghum Molecular Breeding” is an essential guide for students, researchers and managers who are involved in the area of molecular breeding and transgenic research in sorghum and plant biologists in general.

Author : A. D. Lee
Publisher : Edinburgh University Press
Page : 360 pages
File Size : 53,9 Mb
Release : 2013-01-15
Category : History
ISBN : 9780748631759

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From Rome to Byzantium AD 363 to 565 by A. D. Lee Pdf

Between the deaths of the Emperors Julian (363) and Justinian (565), the Roman Empire underwent momentous changes. Most obviously, control of the west was lost to barbarian groups during the fifth century, and although parts were recovered by Justinian, the empire's centre of gravity shifted irrevocably to the east, with its focal point now the city of Constantinople. Equally important was the increasing dominance of Christianity not only in religious life, but also in politics, society and culture. Doug Lee charts these and other significant developments which contributed to the transformation of ancient Rome and its empire into Byzantium and the early medieval west. By emphasising the resilience of the east during late antiquity and the continuing vitality of urban life and the economy, this volume offers an alternative perspective to the traditional paradigm of decline and fall.

Author : Sujay Rakshit,Yi-Hong Wang
Publisher : Springer
Page : 284 pages
File Size : 40,7 Mb
Release : 2017-01-18
Category : Science
ISBN : 9783319477893

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The Sorghum Genome by Sujay Rakshit,Yi-Hong Wang Pdf

This book provides insights into the current state of sorghum genomics. It particularly focuses on the tools and strategies employed in genome sequencing and analysis, public and private genomic resources and how all this information is leading to direct outcomes for plant breeders. The advent of affordable whole genome sequencing in combination with existing cereal functional genomics data has enabled the leveraging of the significant novel diversity available in sorghum, the genome of which was fully sequenced in 2009, providing an unmatched resource for the genetic improvement of sorghum and other grass species. Cultivated grain sorghum is a food and feed cereal crop adapted to hot and dry climates, and is a staple for 500 million of the world’s poorest people. Globally, sorghum is also an important source of animal feed and forage, an emerging biofuel crop and model for C4 grasses, particularly genetically complex sugarcane.

Author : Anna Wing Bo TSO,Steven Kwan Keung NG,Locky Law,Tiffany Shurui BAI
Publisher : Springer Nature
Page : 316 pages
File Size : 44,6 Mb
Release : 2023-02-01
Category : Education
ISBN : 9789811992179

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The Post-pandemic Landscape of Education and Beyond: Innovation and Transformation by Anna Wing Bo TSO,Steven Kwan Keung NG,Locky Law,Tiffany Shurui BAI Pdf

With the purpose of exploring the critical possibilities offered by the global crisis of coronavirus pandemic, this volume presents the collected works of scholars, educators and practitioners worldwide, bringing to the readers a broad array of perspectives on how COVID-19 inspires us to rethink, redefine, and make sense of the theoretical and pedagogical approaches that can be applied in various educational contexts. Part One of the book provides an insightful exploration of the technology-mediated innovations used in English language learning and teaching. Part Two reflects on the online learning experiences of students, as well as the teachers’ strategies to cope with changes as the COVID-19 pandemic unleashed unprecedented disruptions in class. Part Three looks into a range of case studies regarding the digital divide, cross-border schooling, cyberbullying, and cross-disciplinary skill training in the post-pandemic workplace, highlighting the importance of creating a positive learning environment. Part Four draws on the observations and experiences of frontline teachers, to examine ways to optimize the digital learning experiences of students in and outside the classroom. This volume will be a useful reference for scholars in Education, Communication, Applied Linguistics, Social Work, and Positive Psychology.

Author : Paulo M. Barroso
Publisher : Cambridge Scholars Publishing
Page : 428 pages
File Size : 47,5 Mb
Release : 2020-10-15
Category : Language Arts & Disciplines
ISBN : 9781527560888

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Contributions to Communicational, Cultural, Media, and Digital Studies by Paulo M. Barroso Pdf

This book is about communication, a universal, yet particular, form of linking people and ideas. It details the growing and multiform uses, functions, interactions, and effects of communication in the contemporary “world-society”, and highlights the dialectic between society and communication. It will also serve to stimulate critical thinking. The book is structured as a compendium of the sociology of communication, providing a practical and pedagogical-didactic resource especially for students, including case studies, summary-tables, questions for review, and excerpts from selected works and authors. This book is a major contribution to cultural, media, and digital studies, and will be of interest to those who live in an increasingly digital, technological, and global society, and want to understand a phenomenon as social as it is inevitable, spontaneous, and influential.

Author : Kasi Azhakanandam,Aron Silverstone,Henry Daniell,Michael R. Davey
Publisher : Springer
Page : 455 pages
File Size : 51,7 Mb
Release : 2015-03-03
Category : Science
ISBN : 9781493922024

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Recent Advancements in Gene Expression and Enabling Technologies in Crop Plants by Kasi Azhakanandam,Aron Silverstone,Henry Daniell,Michael R. Davey Pdf

In this book, authors who are experts in their fields describe current advances on commercial crops and key enabling technologies that will underpin future advances in biotechnology. They discuss state of the art discoveries as well as future challenges. Tremendous progress has been made in introducing novel genes and traits into plant genomes since the first creation of transgenic plants thirty years ago, and the first commercialization of genetically modified maize in 1996. Consequently, cultivation of biotech crops with useful traits has increased more than 100-fold from 1.7 million hectares in 1996 to over 175 million hectares globally in 2013. This achievement has been made possible by continued advances in understanding the basic molecular biology of regulatory sequences to modulate gene expression, enhancement of protein synthesis and new technologies for transformation of crop plants. This book has three sections that encompass knowledge on genetically modified (GM) food crops that are currently used by consumers, those that are anticipated to reach the market place in the near future and enabling technologies that will facilitate the development of next generation GM crops. Section I focuses only on genetically modified maize and soybean (3 chapters each), while Section II discusses the GM food crops rice, wheat, sorghum, vegetables and sugar cane. Section III covers exciting recent developments in several novel enabling technologies, including gene targeting, minichromosomes, and in planta transient expression systems.

Author : Anonim
Publisher : Unknown
Page : 1280 pages
File Size : 45,9 Mb
Release : 1984
Category : Aeronautics
ISBN : UIUC:30112075701398

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Scientific and Technical Aerospace Reports by Anonim Pdf