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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: 19 September 2021



(p.36) Chapter 2 Narrative
Consuming Images

Gary D. Rhodes

Robert Singer

Edinburgh University Press

To explore these issues in-depth, Chapter 2 covers narrative, specifically examining how television commercials operate in terms of Scene, Genre, Cross-Genre, and the Remake. This chapter contends that the narrative framework for producing the television commercial is arguably, shot by shot, second to second, as frequently creative as a full-length feature film. Some commercials utilize cinematic narrative forms of Hollywood; others diverge from the same. The product and its “message” might be realistic or wholly fantastic; nevertheless, the TV commercial is indeed a narrative, a critically substantial formation, whether it unfolds in the form of a slice-of-life story or a presentational style pitch.

Keywords:   Narrative, Scene, Genre, Cross-Genre, Remake

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