The hybrid nature of the advertising film
Keywords:
Cinema. Advertising. Entertainment.Abstract
The purpose of this article is to present, from a literature review of works focused on the history of cinema, the observation and comparison with the first films, the hybrid nature of advertising films, as a result of the symbiosis between film, entertainment and advertising. This nature, based on the Néstor Garcia Canclini’s and Peter Burke’s concepts of hybridity, are present even before the advent of cinema itself, pointed in this paper via traces, remnants, and the memory left by the first producers and exhibitors of films around the world, but mainly elucidated in the United States, here presented in the works of Jacques Malthête, Jeffrey Klenotic and Janet Staiger.Downloads
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