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SCMS 2017 pre-con panel CFP: Animation and advertising

Panel: Animation and advertising

Society for Cinema and Media Studies Conference, March 22-26, 2017

Chicago, Illinois, USA


Animation and advertising have a shared history and affinity, and they have a common social and historical context in modernity. Animators and studios have relied upon regular income from the advertising industry and seized the creative and technical challenges of this form of filmmaking. Corporations and advertising agencies have embraced animation as a way to distinctively embody products, brands, and values, and engage consumers in factual or affective ways. Animated advertising has expanded beyond the cinema screen, ranging from early illuminated billboards to new media ubiquity.

Despite this, academic studies have until recently attached little value to this form of moving image production. Advertising has been an important part of the work of famous studios (Aardman, Disney, Fleischer, Ghibli, Pixar) and celebrated artists (Lye, Plympton, Quinn, Reiniger, Ruttmann) yet this is either ignored or marginalised by simple art/commerce binaries. Large volumes of animated advertisements have been produced and seen, yet these are accorded no place in histories of cinema and are often marginalised in archival practices.

Sharing in the growing interest in and theorisation of ‘films that work’ (Vonderau and Hediger, 2009), or indeed ‘films that sell’ (Vonderau, Florin, De Klerk, 2016), this panel will examine the nexus between advertising and animation to explore the historical, aesthetic, and theoretical connections between them. You are invited to send proposals (250-300 words) for 20 minute papers for this pre-constituted panel at SCMS 2017 (22-26 March) to Malcolm Cook ([log in to unmask]) by 8th August. Applicants will be informed by 15th August if their paper will be included in the final proposal.  

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Online resources for film/TV studies may be found at ScreenSite
http://www.ScreenSite.org