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Creative Advertising in Film as Anticipation of Cinematography’s Destruction

Vasilija Antonijević ; Faculty of Dramatic Arts, Belgrade

Abstract

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.

Keywords

film; marketing; infiltration; creativity; product

Hrčak ID:

170539

URI

https://hrcak.srce.hr/170539

Publication date:

12.9.2016.

Article data in other languages: croatian

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