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[Lisa Kernan] Coming Attractions Reading American Movie Trailers (pdf){Zzzzz}

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Description

 							
  
  
  
  Movie
trailers - those previews of coming attractions before the start of a feature film - are routinely praised and reviled
by moviegoers and film critics alike: 'They give away too much of the movie'. 'They're better than the films'. 'They
only show the spectacular parts'. 'They lie'. 'They're the best part of going to the movies'. But whether you love them
or hate them, trailers always serve their purpose of offering free samples of a film to influence moviegoing
decision-making. Indeed, with their inclusion on videotapes, DVDs, and on the Internet, trailers are more widely seen
and influential now than at any time in their history. Starting from the premise that movie trailers can be considered a
film genre, this pioneering book explores the genre's conventions and offers a primer for reading the rhetoric of movie
trailers. Lisa Kernan identifies three principal rhetorical strategies that structure trailers: appeals to audience
interest in film genres, stories, and/or stars. She also analyzes the trailers for twenty-seven popular Hollywood films
from the classic, transitional, and contemporary eras, exploring what the rhetorical appeals within these trailers
reveal about Hollywood's changing conceptions of the moviegoing audience. Kernan argues that movie trailers constitute a
long-standing hybrid of advertising and cinema and, as such, are precursors to today's heavily commercialized cultural
forms in which art and marketing become increasingly indistinguishable.
  
  Product Description
 
Review
  The book raises important questions about what trailers can tell us about ourselves as filmgoers and
what clues they can provide to fill gaps in film history. With the release of this book, archivists, scholars, and
audiences may never again view trailers in quite the same way.--David Gibson "The Moving Image " 
  
 
Publisher: University of Texas Press (1 November 2004)
  Language: English
 
ISBN-10: 0292705581
  ISBN-13: 978-0292705586
  
   						

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