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The Velvet Light Trap
A Critical Journal of Film & Television
Number 50, Fall 2002

Advertising and Promotion

Since the days of early cinema, advertising and promotion have been critical
for the success of film and broadcasting.  Advertising and promotional
campaigns themselves have influenced and been influenced by cultural change;
technological developments and industrial capacity have increased the
prominence and frequency with which advertising and promotional materials can
circulate; and revenue from advertising and promotion supports television
programs and films, especially in commercial media systems.  Yet these
advertising campaigns and promotional efforts are often derided, marginalized,
or dismissed.  Moreover, many advertising and promotional texts (posters,
commercials, trailers, and the like) often fall outside traditional categories
for serious analysis and consideration within the academy.  We encourage
explorations of advertisements and promotional materials as primary texts, as
secondary texts supporting other media content or products, or as a subject
represented in film or television programming.  For the 50th issue of The
Light Trap, we welcome submissions that examine cultural, industrial, textual,
regulatory, and/or audience-centered issues surrounding advertising and
promotion in media from historical and contemporary perspectives.

Possible topics for this issue include but are not limited to:

        advertising/promotion and televisual "flow"
        product placement and/or integrated advertising in media texts
        race, class, gender, and/or sexuality in promotional materials
        commercial broadcasting within public service media systems (e.g.
ITV in
        style and authorship
        history and/or development of cinematic trailers
        advertising bans or "taboo" products (e.g. hard liquor, condoms,
cigarettes, feminine hygiene products)
        controversial advertising campaigns
        synergy and marketing strategy
        Super Bowl commercials
        promotional tie-ins, ancillary products, and merchandising
        advertising boycotts and cultural politics (e.g. refusals to advertise
on Ellen or NYPD Blue)
        government regulations, industry self-regulation, and advertising
        public service announcements
        infomercials and celebrity testimonials
        relationship(s) between advertising agencies and radio/television/film
        local cinema or television promotions
        film/television advertising and minority communities (e.g.
television/film advertising in the Black press)
        audience targeting and advertising (e.g. demographics, Nielsen ratings)
        advertising and film/television genres
        advertising and national identity; globalization
        advertising and star image
        culture jamming (e.g. fake advertisements)
        underwriting and public service broadcasting
        branding and the formation of brand communities
        promotion and the political economy of film distribution
        commercials as content (e.g. music videos, World's Funniest Commercials
        advertising and propaganda (e.g. war bonds campaigns)

Papers should be approximately 7500 words (roughly 20-25 pages double-spaced)
plus bibliography and endnotes in MLA style.  Please submit four copies of the
paper, plus a one-page abstract with each copy, in a format suitable to be sent
to a reader anonymously.  Papers should be accompanied by a single cover page
that includes the author's name and contact information.  Submissions must not
be sent exclusively via email.  Submissions will be refereed by the journal's
Editorial Advisory Board.  To obtain more information or to ask questions,
please contact Doug Battema ([log in to unmask], 608-263-3997), Bill
Kirkpatrick ([log in to unmask], 608-238-6656), or Michael Newman
([log in to unmask], 608-263-3998).  Submissions are due by Monday, 17
September 2001, and should be sent to:
                           The Velvet Light Trap
                        University of Wisconsin-Madison
                            Department of Communication Arts
                            821 University Avenue
                            Madison, Wisconsin 53706-1497

The Velvet Light Trap is an academic, peer-reviewed journal of film and
television studies.  The journal is published biannually in March and September
by the University of Texas Press.  The Editorial Advisory Board includes such
notable scholars as Don Crafton, Michael Curtin, Alexander Doty, Herman Gray,
Heather Hendershot, Barbara Klinger, Walter Metz, Charles Musser, Chon Noriega,
and Lynn Spigel.

Donald F. Larsson
English Department, AH 230
Minnesota State University
Mankato, MN  56001

Online resources for film/TV studies may be found at ScreenSite