Hollywood Goes ShoppingDavid Desser, Garth Jowett Aggressive product placement and retail tie-ins are as much a part of moviemaking today as high-concept scripts and computer-generated special effects, but this phenomenon is hardly recent. Since the silent era, Hollywood studios have proved remarkably adept at advertising both their own products and a bewildering variety of consumer commodities, successfully promoting the idea of consumption itself. Hollywood Goes Shopping brings together leading film studies scholars to explore the complex and sometimes contradictory relationship between American cinema and consumer culture, providing an innovative reading of both film history and the evolution of consumerism in the twentieth century. |
Contents
Hollywood Consumer Culture | 3 |
Creating the Mass Audience | 34 |
The Hollywood Flapper and the Culture of Media Consumption | 57 |
Youth Must Be Served | 82 |
Cosmetics and Color in the 1930s | 108 |
Postwar Anxiety | 139 |
Audrey Hepburn as Couture Countermodel | 159 |
Sharon Stone in a Gap Turtleneck | 179 |
Hollywood Goes on Sale or What Do the Violet | 205 |
in Ruby in Paradise and Clueless | 222 |
Marketing Hollywood | 253 |
ReProducing | 277 |
Pretty Womans | 309 |
Naturalizing Commodities | 330 |
Contributors | 355 |
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actresses Adventures of Kathlyn advertising American Angeles appeared attractions audience Audrey Hepburn beauty body shaping ads California celebrity character Cher Cher's Chicago cinema City Walk CityWalk clothes Clueless Colleen Moore color commercial commodities consumer culture consumerism cosmetics costume critical critique designers desire dress early Edward Elizabeth Taylor entertainment essay example fan magazines fantasy fashion female feminine Figure film film industry film's Flaming Youth flapper Forbidden Planet gender girl Givenchy haute couture Hollywood Ibid Jerry Josh look mall marketing mass modern Motion Picture movie Moving Picture World narrative nature Nell's newspaper novel Paula played pleasure popular postwar Pretty Woman promotion Robby Robby the Robot role Ruby Ruby in Paradise Ruby's Sabrina scene screen Selig serial sexual social society space stars story strategies street studio style suggests theater tion transformation trend Tribune University Press Vanity Fair viewers visual Vivian wear York