Creative Advertising in Film as Anticipation of Cinematography’s Destruction

Abstract

Manipulacija kreativnim industrijama dovodi do transformacije filma u reklamni prostor u kojem se kreativnim rješenjima, u ovisnosti o otvorenom ili suptilnom pristupu, implementira popularizacija određenog brenda. Marketinški pristup filmu narušava strukturu filma koristeći proizvode van funkcije u okviru scenarija, konzumerizam kao referentno tijelo indikativno u karakterizaciji i dovodi do samog preovladavanja narativom. Negacija u specifičnim primjerima /“Koka Kola Kid” Dušan Makavejev (1985)/ ili autoironija u prikazivanju kreativnog procesa u korporacijskom sustavu /“Veliki” Peni Maršal (1988)/ daje afirmaciju propasti filma koji u suvremenom svijetu postaje sredstvo za plasiranje proizvoda.Manipulation of the creative industries leads to transformation of film in the advertising space in which creative solutions, depending on the open or subtle approach, are implementing popularisation of certain brand. That marketing approach to film undermines the structure using products beyond function within the scenario, consumerism as a object indicative for characterization and it leads to prevalence of narrative. Negation in specific examples / “Coca Cola Kid” Dusan Makavejev (1985) / or self-irony in presenting creative process in corporate system / “Big” Penny Marshall (1988) / gives affirmation of film decay in the modern world where it becomes a tool for product placement

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