Gloria Dagnino's Books

Branded Entertainment and Cinema

The Marketisation of Italian Film

By: Gloria Dagnino

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Branded Entertainment and Cinema

The Marketisation of Italian Film

By: Gloria Dagnino

The history of Italian cinema is mostly regarded as a history of Italian auteurs. This book takes a different standpoint, looking at Italian cinema from the perspective of an unusual, but influential actor: advertisers. From the iconic Vespa scooter and the many other Made in Italy products placed in domestic and international features, to Carosello’s early format of branded entertainment, up through the more recent brand integration cases in award-winning titles like The Great Beauty, the Italian film and advertising industries have frequently and significantly intersected, in ways that remain largely unexplored by academic research. This book contributes to fill this gap, by focusing on the economic and cultural influence that advertising and advertisers’ interests have been exerting on Italian film production between the post-war period and the 2010s. Increasingly market-oriented film policies, ongoing pressure from Hollywood competition, and the abnormal economic as well as political power held by Italian ad-funded broadcasters are among the key points addressed by the book. In addition to a macro-level political economic analysis, the book draws on exclusive interviews with film producers and promotional intermediaries to provide a meso level analysis of the practices and professional cultures of those working at the intersection of Italian film and advertising industries. Providing an in-depth yet clear and accessible overview of the political and economic dynamics driving the Italian media landscape towards unprecedented forms of marketisation, this is a valuable resource for academics and students in the fields of film and media studies, marketing, advertising, and Italian studies.

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Routledge

Published Date

ISBN 10

1351166824

ISBN 13

9781351166829

Discovering the everyday landscape

A cultural heritage education project in the urban periphery

By: Camilla Casonato,Marco Vedoà,Gloria Cossa

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Discovering the everyday landscape

A cultural heritage education project in the urban periphery

By: Camilla Casonato,Marco Vedoà,Gloria Cossa

Heritage and landscape education is crucial to training young people in active and responsible citizenship, protection of the public assets, appreciation of the cultural diversity and intergenerational dialogue. Therefore, it cannot be limited to sporadic experiences and on outstanding heritage and contexts but must be transdisciplinary, inclusive and practicable everywhere. This book relates the research and action project “Scuola Attiva Risorse” (ScAR), winner of the Polisocial Award that recognizes research for social purposes at the Politecnico di Milano. The text describes an experimental and innovative action delivered within the fragile context of the urban peripheries. This participatory process involved schools, universities, cultural institutions, administrations and private actors in interpreting and enhancing the “hidden” cultural heritage in Milan’s fringe neighbourhoods.

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237

Publisher

LetteraVentidue Edizioni

Published Date

ISBN 10

8862427948

ISBN 13

9788862427944

Branded Entertainment and Cinema

The Marketisation of Italian Film

By: Gloria Dagnino

Write a review Read reviews Take a Quiz Solve Book Puzzle

Branded Entertainment and Cinema

The Marketisation of Italian Film

By: Gloria Dagnino

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

Publisher

Routledge

Published Date

ISBN 10

1351166824

ISBN 13

9781351166829

Book's by Gloria Dagnino

Branded Entertainment and Cinema

Branded Entertainment and Cinema

Discovering the everyday landscape

Discovering the everyday landscape

Branded Entertainment and Cinema

Branded Entertainment and Cinema

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