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Introduction to Animation and Advertising

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Animation and Advertising

Part of the book series: Palgrave Animation ((PAANI))

Abstract

This introductory chapter argues that, throughout its history, animation has been fundamentally shaped by its use for advertising. It highlights key examples of this interaction in well-known animation histories but also points towards the large volume of animation production that has received little attention until now. Animation was not only shaped by its use for advertising, but advertising was equally shaped by that process, and this chapter raises both practical and theoretical ways in which animation played a formative role. Key issues that arise from the overall collection are discussed, including the balance between rational communication and emotional appeal, the (in)visibility of animation in advertising, the importance of the commodity object and animated spokescharacters, and the place of gender, race and nation. The chapter ends with an overview of the organisation of the collection with five sections: revisionist histories; intermediality; brands; television; and digital and contemporary.

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Authors and Affiliations

  1. University of Southampton, Southampton, UK

    Malcolm Cook

  2. Seattle University, Seattle, WA, USA

    Kirsten Moana Thompson

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  1. Malcolm Cook
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  1. Film Studies, University of Southampton, Southampton, UK

    Malcolm Cook

  2. Film Studies, Seattle University, Seattle, WA, USA

    Kirsten Moana Thompson

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Cook, M., Thompson, K.M. (2019). Introduction to Animation and Advertising. In: Cook, M., Thompson, K. (eds) Animation and Advertising. Palgrave Animation. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-27939-4_1

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