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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.92) Chapter 4 Cinematography
Consuming Images

Gary D. Rhodes

Robert Singer

Edinburgh University Press

Chapter 4 covers cinematography, specifically Film Stock, Photofilms, the Freeze-Frame, Moving Camera, and Bullet Time/Time Slice. As Sponsor magazine declared in 1955, the “video portion” of the commercials needed to lead, with copywriters following. Gerald Schnitzer often relied on some of the best camera operators of the classical and, later, post-classical Hollywood eras to shoot his TV commercials, initiating a practice in which cinematographers were able to explore and experiment within limitations dictated by advertising clients and television norms.

Keywords:   Cinematography, Film Stock, Photofilms, Freeze-Frame, Moving Camera, Time Slice, Bullet Time

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