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Marketing Meaning, Branding Neorealism

Marketing Meaning, Branding Neorealism

Advertising and Promoting Italian Cinema in Postwar America

Chapter:
(p.87) Marketing Meaning, Branding Neorealism
Source:
Global Neorealism
Author(s):
Nathaniel Brennan
Publisher:
University Press of Mississippi
DOI:10.14325/mississippi/9781617031229.003.0006

This chapter examines the ways in which Italian cinema was promoted to American audiences. The advertising rhetoric of postwar Italian cinema was anchored by two seemingly contradictory poles: One emphasized critical merit and aesthetic qualities, the other relied on verbal suggestions and visual intimations of more sordid cinematic content. Each ad depended on the newspaper or magazine in which it was published as much as on the specific character of the theater at which the films were screened.

Keywords:   Italian cinema, American audiences, neorealist films, postwar cinema

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