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Special AffectsCinema, Animation and the Translation of Consumer Culture$
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Eric S. Jenkins

Print publication date: 2014

Print ISBN-13: 9780748695478

Published to Edinburgh Scholarship Online: May 2015

DOI: 10.3366/edinburgh/9780748695478.001.0001

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Say Cheese! The Cinematic Lifestyle Consumer

Say Cheese! The Cinematic Lifestyle Consumer

(p.59) Chapter 3 Say Cheese! The Cinematic Lifestyle Consumer
Special Affects

Eric S. Jenkins

Edinburgh University Press

This chapter argues that the special affections of classical cinema were mined by the culture industries to promote a mode of lifestyle consumption. Although cinema has frequently been connected to consumer culture, many of these analyses have tended to conflate cinema with all moving images and thereby to miss how cinema uniquely contributes to lifestyle consumerism. The chapter performs an analysis of 20,000 Leagues Under the Sea to illustrate the presence of the classical mode and its connection to lifestyle consumerism, a connection that, from the perspective of a movie watcher today, is so blunt and aged to be properly labelled cheesy.

Keywords:   Lifestyle Consumerism, Consumer Culture, Cheesy, Stars, Women Consumers

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