Download e-book for kindle: Brand Hollywood: Selling Entertainment in a Global Media Age by Paul Grainge

By Paul Grainge

ISBN-10: 0203000528

ISBN-13: 9780203000526

ISBN-10: 0415354048

ISBN-13: 9780415354042

From the expansion in promotion and product placement to the increase of the motion picture franchise, branding has develop into crucial to the fashionable blockbuster economic climate. In a wide-ranging research concentrating on businesses equivalent to Disney, Dolby, Paramount, New Line and, specifically, Warner Bros., Brand Hollywood offers the 1st sustained exam of the will-to-brand within the modern motion picture company. Outlining alterations within the advertising and media atmosphere through the Nineteen Nineties and 2000s, Paul Grainge explores how the good judgment of branding has propelled particular forms of method of the prestige and promoting of movie. studying the perform of branding, the poetics of company trademarks, and the commercial politics surrounding the advance of branded texts, houses and areas - together with franchises starting from Looney Tunes to Lord of the Rings and Harry Potter to The Matrix - Grainge considers the relation of branding to the emergent precept of ‘total entertainment’.

В 

Employing an interdisciplinary approach drawn from movie stories, cultural stories and ads and media experiences, Brand Hollywood demonstrates the complexities of promoting leisure within the international media second, delivering a clean and interesting point of view on branding’s value for advertisement movie and the economic tradition from which it's produced.

Show description

Read Online or Download Brand Hollywood: Selling Entertainment in a Global Media Age PDF

Similar international books

Download e-book for iPad: Database Systems for Advanced Applications: 17th by Divesh Srivastava (auth.), Sang-goo Lee, Zhiyong Peng,

This quantity set LNCS 7238 and LNCS 7239 constitutes the refereed complaints of the seventeenth overseas convention on Database platforms for complicated functions, DASFAA 2012, held in Busan, South Korea, in April 2012. The forty four revised complete papers and eight brief papers offered including 2 invited keynote papers, eight business papers, eight demo shows, four tutorials and 1 panel paper have been rigorously reviewed and chosen from a complete of 159 submissions.

Read e-book online Recent Advances in Aerodynamics: Proceedings of an PDF

The Joint Institute for Aeronautics and Acoustics at Stanford college used to be proven in October 1973 to supply a tutorial setting for long term cooperative examine among Stanford and NASA Ames examine middle. because its institution, the In­ stitute has wnducted theoretical and experimental paintings within the parts of aerodynamics, acoustics, fluid mechanics, flight dynamics, guid­ ance and keep watch over, and human elements.

E. Mével, I. J. Sola, L. Elouga, E. Constant, V. Strelkov,'s Ultrafast Phenomena XV: Proceedings of the 15th PDF

Ultrafast Phenomena XV offers the most recent advances in ultrafast technology, together with either ultrafast optical expertise and the learn of ultrafast phenomena. It covers picosecond, femtosecond, and attosecond procedures appropriate to purposes in physics, chemistry, biology, and engineering. Ultrafast expertise has a profound influence in a variety of purposes, between them biomedical imaging, chemical dynamics, frequency criteria, fabrics processing, and ultrahigh-speed communications.

Download e-book for iPad: The Climacteric in Perspective: Proceedings of the Fourth by Egon Diczfalusy (auth.), M. Notelovitz, P. van Keep (eds.)

The Fourth foreign Congress at the Menopause used to be held in Lake Buena Vista, Florida, united states in October - November 1984. It was once diversified from the former conferences held lower than the auspices of the foreign Menopause Society in 3 respects: the length of the Congress used to be prolonged to 5 days, plenary periods have been hung on on a daily basis, and the scope of the subject material used to be extended to supply a complete or holistic assessment of the topic - accordingly the subject for the Congress 'Climacteric medication and technological know-how: A Societal desire.

Additional info for Brand Hollywood: Selling Entertainment in a Global Media Age

Sample text

In the future, traditional companies will not be able to rely on their brand history or dominance in classical distribution systems, they will have to focus on providing brands with a powerful emotional content. (Gobé 2001: xxv) There are, of course, problems with the idea of the sovereign consumer in this account. Not least, Gobé ignores the various limits that are placed on interactions with brands. As Adam Arvidsson observes, brand management recognizes the autonomy of consumers but also pre-structures and anticipates ‘the agency of consumers and situates it within a number of more or less precise coordinates’ (Arvidsson 2005: 245).

He suggests that ‘since the corporate marketers themselves have little control of the message, the audience, nor the timing, product placement is primarily used to expand on what has been done with their real ad dollars’ (Turcotte 1995). In the wider marketing context, product placement is a small but indicative feature of contemporary brand practice. The growth and consolidation of the placement industry demonstrates the lure of ambient communication and the attractions of entertainment media to consumer brands.

Generating specialist knowledge claims, marketing theorists refigured paradigms of brand management for a new business era. Rather than simply make and place adverts, brand consultants offered a total marketing approach designed to navigate a world made up of niche and networked consumers, communities and groups. It appeared that new forms of knowledge were required for new kinds of consumer. In a treatise on the significance of public relations, Al Ries contends that ‘advertising has lost its power to put a brand name into the mind.

Download PDF sample

Brand Hollywood: Selling Entertainment in a Global Media Age by Paul Grainge


by Anthony
4.0

Rated 4.32 of 5 – based on 16 votes