Changes in Visual Rhetorics within a Commercial Context
Project Team VU University Amsterdam
PI: Prof. dr. Bert Hogenkamp
CIs: Dr Ivo Blom, Dr. Rudmer Canjels, Drs. Wilbert Schreurs
The VU project will investigate the developments in industrial (sponsored) film-making and television advertising from the 1950s to the 1980s. These developments were on the one hand dominated by the ‘norms’ of documentary film-making, but on the other coincided with a growing attention to the role of creativity in a commercial context. The exploration of new film technologies in industrial film-making and the introduction of new media (television advertising, video) led to specific visual rhetorics.
The project will mainly focus on the complex relationship between the introduction and refinement of technology and the changing views on the role of creativity. It will offer insight into the question what happens to the values of creativity when they are adopted by business. It will also research how notions of creativity change when the media landscape is transformed and how technological developments stimulate new forms of collaboration between professionals from different disciplines.