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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 September 2021

Mise-en-scène

Mise-en-scène

Chapter:
(p.62) Chapter 3 Mise-en-scène
Source:
Consuming Images
Author(s):

Gary D. Rhodes

Robert Singer

Publisher:
Edinburgh University Press
DOI:10.3366/edinburgh/9781474460682.003.0004

Chapter 3 covers mise-en-scène, specifically examining Sets and Settings, Blocking and Direct Address, Special Effects, and Animation: all that the frame contains within its physical and visible parameters to create signifying, ideologically imbued images. As the commercial’s mise-en-scène invokes the familiar, the shock of the unfamiliar, or even the convergence of the two, it establishes a sense of product differentiation in a highly competitive market for the television audience.

Keywords:   Sets, Blocking, Art Direction, Direct Address, Special Effects, Animation

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