PT  - JOURNAL ARTICLE
AU  - Staiger, Janet
TI  - Announcing Wares, Winning Patrons, Voicing Ideals: Thinking about the History and the Theory of Film Advertising
DP  - 2006 Dec 1
TA  - Iluminace
PG  - 17--47
VI  - 18
IP  - 4
IS  - 0862397X
AB  - A study of contemporary Hollywood advertising practices, film advertising strategies, and an outline of the economics of film advertising production. In individual chapters, the author discusses the development of standard practices to help consumers identify a product, media and product feature selection, the use of indirect methods of outreach, national advertising, standardization and control of advertising and marketing campaigns, target audiences, and the reception of advertising.