Overview
- Argues that animation has been fundamentally shaped by its use for advertising
- Revises famous names of animation history in light of advertising work, including Pixar, Anime, Disney, MTV, Lotte Reiniger, George Pal
- Examines case studies from early 20th century to present day, and across North America, Asia and Europe
Part of the book series: Palgrave Animation (PAANI)
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Table of contents (16 chapters)
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Front Matter
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Brands
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Front Matter
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Television
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Front Matter
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Digital and Contemporary
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Front Matter
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Keywords
About this book
Throughout its history, animation has been fundamentally shaped by its application to promotion and marketing, with animation playing a vital role in advertising history. In individual case study chapters this book addresses, among others, the role of promotion and advertising for anime, Disney, MTV, Lotte Reiniger, Pixar and George Pal, and highlights American, Indian, Japanese, and European examples. This collection reviews the history of famous animation studios and artists, and rediscovers overlooked ones. It situates animated advertising within the context of a diverse intermedial and multi-platform media environment, influenced by print, radio and digital practices, and expanding beyond cinema and television screens into the workplace, theme park, trade expo and urban environment. It reveals the part that animation has played in shaping our consumption of particular brands and commodities, and assesses the ways in which animated advertising has both changed and been changed by the technologies and media that supported it, including digital production and distribution in the present day. Challenging the traditional privileging of art or entertainment over commercial animation, Animation and Advertising establishes a new and rich field of research, and raises many new questions concerning particular animation and media histories, and our methods for researching them.
Reviews
“Advertising has shaped modern media, but animation has shaped advertising in turn. From 19th century lantern slides to today’s computer graphics, animation practices, pioneers, and processes have profoundly changed how goods are sold and bought. In tracing this history across fifteen eye-opening case studies, Animation and Advertising revises the familiar narrative of art against industry, showing us that advertisers never acted outside of or against culture, but remain a vital and lasting part in it.” (Patrick Vonderau, Professor in Media and Communication Studies, Martin Luther University Halle, Germany)
“Animation and Advertising is a wonderful collection of essays. The topics covered demonstrate the diverse areas in which animation has traction and locates animated advertising at an intersection of different media, with transmedia and intermediality often at the forefront of the discussions.” (Aylish Wood, Professor of Animation and Film, University of Kent, UK)
Editors and Affiliations
About the editors
Malcolm Cook is a Lecturer in Film at the University of Southampton, UK. His book Early British Animation: From Page and Stage to Cinema Screens was published by Palgrave Macmillan in 2018. He is currently researching the role of advertising in the history of animation, and has published several chapters on this topic, which appear in The Animation Studies Reader (2018) and Aardman Animations: Beyond Stop-Motion (forthcoming).
Kirsten Moana Thompson is a Professor of Film Studies at Seattle University, US, and writes on animation, color and Pacific studies. Recent work includes the material color history of Disney and Faber Birren, advertising in Times Square, Ludwig Von Drake and the Disney promotional film, Egyptian sponsored film and the intersectional aesthetic surfaces of Moana. She is currently working on several new books, including Color, Visual Culture and American Cel Animation and Bubbles.
Bibliographic Information
Book Title: Animation and Advertising
Editors: Malcolm Cook, Kirsten Moana Thompson
Series Title: Palgrave Animation
DOI: https://doi.org/10.1007/978-3-030-27939-4
Publisher: Palgrave Macmillan Cham
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-27938-7Published: 04 February 2020
Softcover ISBN: 978-3-030-27941-7Published: 05 June 2021
eBook ISBN: 978-3-030-27939-4Published: 17 December 2019
Series ISSN: 2523-8086
Series E-ISSN: 2523-8094
Edition Number: 1
Number of Pages: XXIII, 335
Number of Illustrations: 9 b/w illustrations, 20 illustrations in colour