Coming Attractions

Coming Attractions

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Movie trailersa€”those previews of coming attractions before the start of a feature filma€”are routinely praised and reviled by moviegoers and film critics alike: qThey give away too much of the movie.q qThey're better than the films.q qThey only show the spectacular parts.q qThey lie.q qThey're the best part of going to the movies.q But whether you love them or hate them, trailers always serve their purpose of offering free samples of a film to influence moviegoing decision-making. Indeed, with their inclusion on videotapes, DVDs, and on the Internet, trailers are more widely seen and influential now than at any time in their history. Starting from the premise that movie trailers can be considered a film genre, this pioneering book explores the genre's conventions and offers a primer for reading the rhetoric of movie trailers. Lisa Kernan identifies three principal rhetorical strategies that structure trailers: appeals to audience interest in film genres, stories, and/or stars. She also analyzes the trailers for twenty-seven popular Hollywood films from the classical, transitional, and contemporary eras, exploring what the rhetorical appeals within these trailers reveal about Hollywood's changing conceptions of the moviegoing audience. Kernan argues that movie trailers constitute a long-standing hybrid of advertising and cinema and, as such, are precursors to today's heavily commercialized cultural forms in which art and marketing become increasingly indistinguishable.Reading American Movie Trailers Lisa Kernan. Kellner and Bob Rosen provided support and guidance through the dissertation process, and Doug in particular continued to guide me as the book took shape. ... Loewenstein; and a dissertation reading group of Gilberto Blasini, Jim Friedman, Bambi Haggins and Kristen Hatch. ... Thanks also to my archival education colleague Steven Ricci, as well as my mentor in librarianship, Maurice J. (Mitch) Freedman, whose example helps meanbsp;...

Title:Coming Attractions
Author:Lisa Kernan
Publisher:University of Texas Press - 2009-07-21


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