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Consuming ImagesFilm Art and the American Television Commercial$
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Gary D. Rhodes and Robert Singer

Print publication date: 2020

Print ISBN-13: 9781474460682

Published to Edinburgh Scholarship Online: September 2020

DOI: 10.3366/edinburgh/9781474460682.001.0001

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PRINTED FROM EDINBURGH SCHOLARSHIP ONLINE (www.edinburgh.universitypressscholarship.com). (c) Copyright Edinburgh University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ESO for personal use.date: 26 July 2021



(p.16) Chapter 1 Origins
Consuming Images

Gary D. Rhodes

Robert Singer

Edinburgh University Press

Understanding the television commercial’s evolution from its inception to the late 1950s illustrates how it was influenced by the classical Hollywood style, and that its very adoption of that style into a brief running time meant that it necessarily had to alter the style as well, particularly in terms of editing. The result meant, that even as the commercial borrowed conventions from Hollywood feature filmmaking, the two forms quickly became involved in a dialogue, with the television commercial influencing feature filmmaking, and vice-versa. Chapter 1 initiates the book's exploration of these issues by focusing on early commercials and using the work of Gerald “Jerry” Schnitzer as an important case study. Schnitzer is the essential linking figure between the initial postwar broadcast commercial’s direct appeal to the audience and its later, stylized evolution.

Keywords:   Early Commercials, Classical Hollywood Style, Gerald "Jerry" Schnitzer

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