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Branded entertainment and cinema : the marketisation of Italian film

Author: Gloria Dagnino
Publisher: London ; New York : Routledge, 2020.
Series: Routledge critical advertising studies.
Edition/Format:   eBook : Secondary (senior high) school : EnglishView all editions and formats
Summary:
"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 scooter and 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  Read more...
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Genre/Form: History
Electronic books
Additional Physical Format: Print version:
Dagnino, Gloria.
Branded entertainment and cinema
London ; New York : Routledge, 2020.
(DLC) 2019033642
Material Type: Secondary (senior high) school, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Gloria Dagnino
ISBN: 9781351166843 1351166840 9781351166836 1351166832 9781351166829 1351166824 9781351166812 1351166816
OCLC Number: 1114272884
Description: 1 online resource.
Contents: Golden, plastic and lead : Italy between the 1950s and the 1970s --
The normalisation of anomaly : Italy between the 1980s and the 2000s --
The imperfect marketisation : Italian advertising and cinema in the 2000s --
Conclusions : to be continued.
Series Title: Routledge critical advertising studies.
Responsibility: Gloria Dagnino.

Abstract:

"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 scooter and 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 up 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"--

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