广告与现代性:批判性的再评估

Advertising and the Transformation of Screen Cultures Pub Date : 2021-07-01 DOI:10.5117/9789462989153_ch02

P. Vonderau

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引用次数: 0

摘要

这一章的目的是解构现代性的范畴，通过面对屏幕广告的普遍抽象观点及其档案历史的偶然性。本章以20世纪60年代的“可乐大战”和可乐软饮料的营销为例，展示了百事可乐和可口可乐之间的竞争是如何与风格创新(如蒙太奇序列)相关的，以及在不沉溺于关于现代主义或现代性过于笼统的争论的情况下，可以在那个时代的一个特定百事可乐活动中找到哪些相关的中层发现。

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Advertising and Modernity: A Critical Reassessment

This chapter aims to deconstruct the category of modernity by confronting a prevailing abstracted view on screen advertising with the contingencies of its archival history. Taking as a case study the 1960s ‘cola wars’ and the marketing of cola soft drinks, the chapter shows how this competition between Pepsi and Coke related to stylistic innovations such as montage sequences, and what relevant mid-level finds can be made regarding one specific Pepsi campaign of that era without indulging in overly general arguments about modernism or modernity.

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Advertising and the Transformation of Screen Cultures

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