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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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(p.154) Chapter 6 Sound
Consuming Images

Gary D. Rhodes

Robert Singer

Edinburgh University Press

Chapter 6 covers sound, offering discussions of how the television commercial has revived, fostered, and revitalized the musical and the silent film genres, integrating sound and image in particularized respects that are markedly different than most Hollywood feature films of the late 20th and early 21st centuries. The chapter also addresses the TV the experimental, intertextual commercial that dates to the 1960s, the disruption of aural teleology in the 21st century, and the unique (even if legally obligatory) forms of audio/visual dissonance in which beautiful images unfold while voiceover explains the dire side effects of given pharmaceuticals.

Keywords:   Sound, Intertextuality, Silent Film, Audio/Visual Dissonance, Experimental Cinema

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