Advertising and the Apparatus : Cinema, Television, and Out-of-Home Screens

In this chapter, the notion of the dispositif serves as a conceptual framework to both theorize and analyse the programming of moving image advertising on three types of screens: cinema, network-era television, and digital out-of-home displays. The chapter shows how screen ads stitch together different forms of intermittent movements – of bodies, images, and objects – and thus help create flows. In bringing the programme in conversation with the dispositif, the chapter also draws attention to the programme, which in cinema studies, if not to the same extent also in media studies, is an extremely under-researched category despite its importance for production as well as for reception. Any study interested in the pragmatics of screen advertising as well as screen media cannot do without the programme.