How long is a good story? Compressed narratives in British screen advertising since 1955

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dc.contributor.authorCaston, Emily
dc.contributor.editorCaston, Emilyen
dc.date.accessioned2023-09-05T13:57:14Z
dc.date.available2023-09-05T13:57:14Z
dc.date.issued2023
dc.description.abstractThe sixty second commercial has held a privileged status with the British television advertising industry since 1955. Recent scholarship in the useful film paradigm offers a promising starting point to analyse the design craft of the industry, as does scholarship on early advertising film. But in order to fully understand the evolution of this privileged status it is necessary to understand the conflicts that drive the different sectional parts of the tripartite supply chain and the organisations that regulate the design such as the Advertising Producers’ Association and Design and Art Direction Awards. It is also necessary to understand the use of certain devices film directors use in this compressed narrative form. Textual density is a primary one. Narrative in screen advertising remains under-researched. This article examines a range of commercials from the 1960s to the 2020s which utilise these devices to engage audiences in stories that sell brands, demonstrating some of the varied and transmedial way that narrative works across different categories of product and multi-media campaigns.en
dc.description.statusPeer revieweden
dc.description.versionPublished Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationCaston, E. (2023) 'How long is a good story? Compressed narratives in British screen advertising since 1955', Alphaville: Journal of Film and Screen Media, 25, pp. 69-89. https://doi.org/10.33178/alpha.25.05en
dc.identifier.doihttps://doi.org/10.33178/alpha.25.05
dc.identifier.endpage89
dc.identifier.issn2009-4078
dc.identifier.issued25
dc.identifier.journalabbrevAlphavilleen
dc.identifier.journaltitleAlphaville: Journal of Film and Screen Mediaen
dc.identifier.startpage69
dc.identifier.urihttps://hdl.handle.net/10468/14919
dc.language.isoenen
dc.publisherFilm and Screen Media, University College Corken
dc.relation.urihttps://www.alphavillejournal.com/Issue25/HTML/DossierCaston.html
dc.rights© 2023, the Author(s). This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.en
dc.rights.urihttps://creativecommons.org/licenses/by-nc/4.0/
dc.subjectBritish television advertisingen
dc.subjectCommercialsen
dc.subjectFilm narrativeen
dc.subjectFilm historyen
dc.subjectShort formen
dc.titleHow long is a good story? Compressed narratives in British screen advertising since 1955en
dc.typeArticle (peer-reviewed)en
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Alphaville: Journal of Film and Screen Media. Issue 25: Spotlight on Early Career Research in Film Studies