Moving Objects: The Case of Volvo

Abstract

In ‘Moving Objects: The Case of Volvo’, the concept of mobility is investigated on several levels – the movement of the cars, the movement of people, and the movement of the camera – and how this concept is launched within the ads along with ‘Scandinavian’ values. The commercials also point back to the basic definition of cinema qua moving images, aiming in turn at moving the audience.