speakers keynote speakers william boddy, charles mcgovern,

EXPLORING ADVERTISING
















EXPLORING ADVERTISINGEXPLORING

ADVERTISING

SpeakerS

Dr Carolyn Birdsall, Assistant Professor in Media Studies,

University of Amsterdam Dr Mats Björkin, Senior Lecturer in Film Studies,

Department of Cultural Sciences, University of Gothenburg Professor William Boddy, Department of Communication Studies, Baruch College, CUNY Dr Lucie Cesalkova, Assistant Professor, Department of Film Studies and Audiovisual Culture, Masaryk University, Brno Sema Colpan, PhD Candidate, Ludwig Boltzmann Institute for History and Society, Vienna Dr Bo Florin, Associate Professor, Department of Media Studies, Stockholm University Kajsa Hedström, Filmarkivet.se, Swedish Film Institute Andreas Hellström, AD, SWE Advertising Agency

Dr Mats Jönsson, Associate Professor in Film Studies, Centre for Languages and Literature, Lund University Nico de Klerck, Researcher, Amsterdam Martin Koerber, Curator, Stiftung

Deutsche Kinemathek, Berlin Dr Charles McGovern, Associate Professor, History and

American Studies, The College of William & Mary, Williamsburg Anke Mebold, Restaurator, Deutsches Filmistitut – DIF e.V. Dr Tino Meitz, Assistant Professor, Department of Media Studies, University of Tübingen Dr Sean Nixon, Senior Lecturer, University of Essex Lydia Nsiah, PhD Candidate, Academy of Fine Arts, Vienna Dr Floris Paalman, Postdoctoral Researcher, University of Amsterdam Dr Enrica Picarelli, Postdoctoral Research Fellow, Leuphana University, LüneburgDr Amy Sargent, Film and Television Studies, University of Warwick Dr Pelle Snickars, Associate Professor, National Library of Sweden Dr Natalia Tolstikova, Head of the Centre for Consumer Culture Theory, Stockholm University School of Business Arianna Turci, Curator, Archivio Natzionale del Cinema d’Impresa, Ivrea Dr Patrick Vonderau, Associate Professor, Department of Media Studies, Stockholm University Jon Wengström, Curator of Archival Film Collections, Swedish Film Institute Dr Johan C Yssel, Associate Professor, IMC Program Director, School of Communication, Point Park University, Pittsburgh Dr Yvonne Zimmermann, Visiting Research Scholar, New York UniversityProfessor Guido Zurstiege, Department of Media Studies, University of TübingenDr Jacob Östberg, Associate Professor, Department of Media Studies, Stockholm University

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InternatIonal ConferenCe

ConferenCe VenueDepartment of Media Studies

Bio MauritzFilmhuset, Borgvägen 1-5,

S-102 51 Stockholm

Department of Media StudiesStockholm University3rd-5th of May, 2012

keynote SpeakerSWilliam Boddy, Charles McGovern,

Sean Nixon, Natalia Tolstikova

As an aesthetic, industrial, and cultural practice, advertising has

played a pivotal role in shaping the history of virtually every modern mass medium. In its ubiquity and ephemerality, avantgardist designs

and persuasive rhetorics, adver-tising has epitomized moder-

nity as well as popular culture. Today, advertising plays a key role in media

transformation pro cesses. Bringing to-gether academics, indu stry profession-

als and archivists, this inter national conference is one of the first to

explore advertising as a foundational player in screen cultures, and to shed more light on its specific objects, screens,

practices, and intermediaries.

ConferenCe organIzerSBo Florin, Pelle Snickars, Patrick Vonderau

Institutionen för mediestudier (IMS), Stockholm University, in collaboration with the National Library of Sweden (KB),

the Swedish Film Institute (SFI) and MINE – Media Industries Network Europe

(www.mine-europe.com)

Conference attendance is free. For conference related questions, please contact

Bo Florin: [email protected].

Generously supported by Riksbankens Jubileumsfond

and Stockholm University

thurSday 3rd of May, 2012

9:00 Registration 10:00 Opening 10:15 Keynote I William Boddy (Baruch College, CUNY) Advertising Form, Technological Change, and Screen Practices in the United States 12:00 Lunch 13:00 Roundtable I: ComIng to teRms WIth adveRtIsIng FIlm Yvonne Zimmermann (New York University) Conceptualizing An Ephemeral Media Practice Nico de Klerk (Amsterdam), William Boddy (Baruch College, CUNY) Andreas Hellström (SWE Advertising Agency) Moderator: Yvonne Zimmermann 14:15 Panel I: hIstoRIes and PRaCtICes Sema Colpan (Ludwig Boltzmann Institute for History and Society, Vienna) Lydia Nsiah (Academy of Fine Arts, Vienna) Expanding Animation: Advertising Films Between Economic and Artistic Practices Carolyn Birdsall (University of Amsterdam) “Als musikalischen Floh im Ohr”: Sound, Advertising and Cinema Exhibition During Interwar Germany Lucie Cesalkova (Masaryk University Brno) Gas-Brake-Clutch: Promoting Engineering or Selling Vehicles? Czech Advertising, Film and Consumer Culture in the Early 1960s Moderator: Charles F. McGovern 16:00 aRChIval PResentatIons I Kajsa Hedström & Jon Wengström (Swedish Film Institute) Martin Koerber (Stiftung Deutsche Kinemathek, Berlin) Topographies and Pitfalls of Advertising Research in a Midsize Film Archive Moderator: Pelle Snickars 18:30 Reception

frIday 4th of May, 2012

9:30 Keynote II Charles F. McGovern (The College of William & Mary, Williamsburg) Whose Masters’ Voice? Sound, Image and Citizenship after World War II 10:45 Panel II: sCReens and sItes Amy Sargent (Tisch School of the Arts, New York) Bright New Dawns and Bastard Children Mats Jönsson (Lund University) “Advertising Serves Society”: Swedish Writings on Advertising Film During the Interbellum Floris Paalman (University of Amsterdam) Cinematic Rotterdam Moderator: Patrick Vonderau 12:30 Lunch

14:00 Keynote III Sean Nixon (University of Essex) Advertising and the Consuming Self in Britain 1955–6915.15 Panel Iv: objeCts and InteRmedIaRIes Mats Björkin (University of Gothenburg) Why We Never Will Know What’s In A Bite: McDonald’s ”The Bite-Sized Video Project” Nico de Klerk (Amsterdam) Dream-Work: Pan Am’s New Horizons Film Series Patrick Vonderau (Stockholm University) Hollywood and the ”Indirect Method”: The Case of Volkswagen Moderator: Sean Nixon 17:00 aRChIval PResentatIons II Anke Mebold (Deutsches Filmistitut) Arianna Turci (Archivio Natzionale del Cinem d’Impresa, Ivrea)19:30 Conference Dinner

Saturday 5th of May, 2012

9:30 Keynote Iv Natalia Tolstikova (Stockholm University) Revisiting Advertising 10.45 Panel v: stRategIes and obstaCles Enrica Picarelli (Leuphana University, Lüneburg) The Hyperaesthetics of TV Marketing: An Empirical Study of HBO’s Multisensory Appeal Johan Yssel (Point Park University, Pittsburgh) Comparative Advertising: Missed Opportunities? Guido Zurstiege & Tino Meitz (University of Tübingen) Decision-making Processes in Advertising Agencies Moderator: Pelle Snickars 12:30 Roundtable II: IndustRy, aCademIa, and the aRChIve: hoW do they go togetheR? Bo Florin (Stockholm University) ”If you are cheap, nothing helps” – Advertising Guest Designers for H&M Jacob Östberg (Stockholm University) Arianna Turci (Archivio Natzionale del Cinema d’Impresa, Ivrea) Jörgen Andersson & Jan Nord (Brand and New Business, Esprit) (tbc) Moderator: Bo Florin

speakers keynote speakers william boddy, charles mcgovern,

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