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AS 101 > Final > Flashcards

Final Flashcards

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1
Q

Peter Pan-

A

the boy who never grew up
Relation to the class: brings a reality to the Toys R Us ad: not just a marketing scheme but a real feeling; additionally there was the debate of why it focuses on men. Do women never grow up? Was it originally to mitigate fears of being drafted? Do men get to stay childlike since women nurture their children and the husbands? (thoughts of the period not present day)

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2
Q

James Barrie-

A

created Peter Pan

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3
Q

Play Things-

A

the first trade journal for toys; talked about marketing toys in an appealing way
Relation to the class: trade cards were the first items to break into marketing; now (in 1903) there are magazines targeted towards them

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4
Q

Teddy Bear

A
  • –Teddy Roosevelt refused to shoot a baby bear cub in the woods, thus they named the toy bear Teddy
  • –required a culture knowledge of prior story to thoroughly experience)
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5
Q

Billiken Doll -

A

Good luck dolls; its true meaning is mysterious even today; it represents a crossover between childhood and adulthood; as toys were popular with both adults and children early on; toys brought adults and children close together

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6
Q

Felix Adler -

A

Author of The Moral Instruction of Children (1892) which teaches about envy, children envying other people’s toys

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7
Q

Sears catalogue-

A

catalogued a lot of toys

Used a delivery system

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8
Q

Wizard of Oz

A 
By L. Frank Baum
- book about desire and being incomplete
-Commercial appeal of color
-Encourages capitalistic values
--Diversity: representation of characters are impossible ----
=Mobility and opportunity (2)

—-Everything is green: points to how we are aware that we are being deceived
A modern fairytale (1)
—Dorothy is the hero w/o a prince
—Baum’s message: we must use the best art to seduce and inspire the desire to possess goods
—New consumer mentality: people wanted to be tricked by commercials like Oz

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9
Q

L Frank Baum

A
  • failed business-man who created movies, stage shows, and follow-up books
    Success in Wizard of Oz
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10
Q

Humbug

A

Ex: Oz
Consumerism tricks us into believing something that’s not real
Paying for deception, much like Oz

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11
Q

Crisco

A

“An absolutely new product”
Not necessarily new, but trying to convince you that it’s different
Give a mundane product values
Branding

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12
Q

“Children Who Labor”

A
  • -Propaganda film
  • -Make audience aware and to put stop to child labor
  • -Significance: using media to create change; relying on marketing techniques (ie appeal to emotion) to do so
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13
Q

“The Show Window”-

A

book by L. Frank Baum describing how to create display windows in department stores; provides details about making enticing show windows to display goods and sell people their dreams; make goods in windows look like jewels

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14
Q

Plausible inference:

A

Accepted frame of reference for what ppl cared about and what ppl worried about
That’s the thinking behind ads–thinking about what ppl cared about

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15
Q

Pullman Strike-

A

1894
George Pullman lowered the wages of his workers that made Pullman train cars but did not lower the rent within his “company town”
Went on strike by ARU (like the union)
Person in charge of ARU, Debs, stopped the movement of Pullman cars on railroads
Halted railroads
Ppl died in riots
Gov’t intervened and ARU dissolved

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16
Q

Matthew Brady-

A

a famous photographer who took photos of the Civil War portraying it as brutal and gruesome;
Brady highlighted the other side of war many Americans were oblivious too

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17
Q

“Uncle Josh” movie-

A

In it, Uncle Josh watches a movie and is really into the movie. He believes what he sees on the screen.
He is a naive viewer and shows how viewers can mistake what they see on television.
Thematizes the cinema spectator during this period and highlight how spectators were watching such movies during the period.
Making fun of naive viewer
Watching films within films
Desire to be a part of the film

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18
Q

Narrative Film/classical film -

A

no background information needed to watch these films unlike cinema of attractions

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19
Q

Kinetoscope

A

Viewing machine that gave one person quick entertainment by watching short video. Created by Edison and Kennedy-Laurie.

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20
Q

Spielberg face -

A

Steven Spielberg’s face in films that shows the audience that something is going to happen as he is looking off; thematizes the “Aw”
Tells you how you should respond to something

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21
Q

Birth of a Nation -

A

—a racist film produced by DW Griffith glorifying the KKK and essentially a revisionist history of the Civil War and the South;

—significant because DW Griffith used techniques in film used today in narrative film;

  • —- highlights the triumph of American culture, and lends legitimacy to racism and racial apartheid
  • —Made use of advanced camera and narrative techniques, and its popularity set the stage for feature-length films in the US

The Birth of a Nation first feature length American films

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22
Q

DW Griffith:

A
  • –one of the world’s most famous film directors;
  • —director of Birth of a Nation,
  • — use of advanced camera and narrative techniques,
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23
Q

Male gaze:

A

—film becomes masculinized; perspective shifts
the way in which the visual arts and literature depict the world and women from a masculine point of view,
—-presenting women as objects of male pleasure.

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24
Q

Star System -

A

invents personalities of actors as commodities
Commodifying the look of someone and selling that
Discourse of personality
People talking about actors and how that’s commodified
Before 1907, no actors
Fans, brands, and the studio
Collapse of personal and professional life

25
Q

Rudolph Valentino

A

Actor of silent cinema
Body fetishized
First commodified man for his body
Female fanbase

26
Q

Mary Pickford -

A
  • –Mary Pickford was one of the earliest actors in cinema and a pioneer in early acting who greatly advances early film acting.
  • —-She had a marketable personality and the values of star’s image.
  • —-Pickford in cinema was a marketable personality and commodity.
27
Q

James Whitsler

A 
Famous for his personality, not his art
Ppl paid attention to him b/c of his personality
Sue ppl and try to get attention
Sold himself as a commodity
Art was bad
28
Q

Toyland Song:

A

the song about crossing over to adulthood and not being able to go back
Commodifying childhood and saying that you should let kids be kids and play with toys

29
Q

1913 Armory Show-

A

first large exhibition of modern art in the United States.
Profound effect on American art, marked the dawn of modernism in America.
Place where all the great American artists showplaces their work and got recognized.
b/c we had photography at this point, paintings needed to say something more

30
Q

Claude Hopkins -

A

one of the greatest advertising pioneers of the 20th century
Believed advertising existed to sell something
Highlights the trajectory of modern consumerism
Made toothbrushing a national hobby after his ads relating to pepsodent, with him using ads to show film on teeth and getting people obsessed with cleaning their teeth.
This appealed to people’s social fears of having dirty teeth
Believed advertising was a science and wrote the “Science of Advertising”

31
Q

Legitimation Ad-

A

Legitimation advertising is produced to ameliorate cynicism and criticism directed at corporate practices. Softens the image of corporations and tries to connect corporations to community life, family life, and other positive connotations in society.

32
Q

Paleo Symbolic scenes-

A

the private scenes which take place between people, especially significant others like children, parents, friends, lovers, spouses, usually in private settings–often the most gratifying and hopeful moments from peoples’ lives–waking up with the baby, toddler taking first steps, grandparents 50th wedding anniversary, couple walking together on the beach–advertisers seek to tap into these scenes–they correspond to genuine needs in the family cycle–advertisers frame these emotionally significant moments i

33
Q

Gibson Girl-

A

a hypothetical girl who personified the feminine ideal of physical attractiveness as portrayed by the satirical pen-and-ink illustrations of artist Charles Dana Gibson during a 20-year period that spanned the late 19th and early 20th century in the United States and Canada.[1] The artist saw his creation as representing the composite of “thousands of American girls
Set the standard for how women should look
Set a national standard for beauty
Object to be looked at

34
Q

Preemptive reson advertisements-

A
  • –Creates a reason why the object for sale needs your consideration.
  • —-Accepts human desires instead of trying to change them.
35
Q

Science of advertising-

A
  • –book written by Claude Hopkins toward the end of his life;
  • – a memoir of sorts highlighting his experiences with advertising and stipulating his techniques in advertising that he used
36
Q

Homestead Strike:

A
  • —steel production company dealt with overproduction
  • —result of technological innovations by threatening the wages and livelihood of steelworkers as there were more and more in the market.
  • — Workers striked because they didn’t have control over what they produced.
  • —Protests broken up by Henry Clay Frick
37
Q

What happened on 23rd street:

A

Pleasure in being filmed
Camera is on street corner
Cinema of attraction w/ exhibitioni sm and voyeurism

38
Q

Cinema of attraction

A

—-Encourage the audience to remain aware of the act of looking, the impulse and excitement from the image
—Plot was more obscure and more open to interpretation
—-No plot, focused more on exhibitionism and doing stupid stuff
—Directly addressed audiences, and often required background information to fully understand plot
—–Included live music and dramatization, which left the audience to interpret what they watched
Edison studios
—-Early films were presentational rather than representational, they were basic displays filled with tricks, thrills shock, surprises. “Avatar” of it’s day, boxing match
Tom Gunning came up w/ this phrase
——-Pleasure comes from it feeling forbidden
Women could never go to the boxing match, they could at home avoid this social exclusion
Electrocuting an elephant

39
Q

Tally’s Phonograph Parlor

A

1st movie theater (nickelodeon)

Showing cinema of attraction

40
Q

“The New Woman”

A

Painting depicting a masculine woman and is shattering gender roles
Legs are open

41
Q

Edwin Forest (reading)

A

First homegrown American movie star
His acting assumed nationalistic significance as the mark of American style and tradition
His stardom represents America’s attempt to break away from colonial past and produce a cultural identity

42
Q

N.W. Ayer and Son (reading)

A

Oldest advertising agency in US

  • —Believed that ads needed to inform consumers about product quality but also add human/personal attributes and character
  • -Believed in (maybe created) ad personalities/spokespeople for brands. Ex. =-Aunt Jemimah, Mr. Peanut those kinds of ad characters
43
Q

The Creel Committee (reading)

A

War propaganda agency to mobilize US opinion on war

Created print, public speaking, motion picture, exhibition, as US war propaganda

44
Q

Howard Chandler Christie,

A

Artist ;did war propaganda art. Famous for painting of woman saying “If I were a man, I’d Join the Navy!”
^One of the most famous was recruitment posters

45
Q

The Armory Show

A

Exhibition in New York of modern american art
Showcased the great american artists of the 20th century
International exhibition of modern art
Teddy Roosevelt walked in and said ‘That’s not art”

46
Q

“Teddy Bears,” (Edison, 1907)

A
  • –Comments upon consumerism - and the encounter of consumerism and domesticity - through particular textual strategies and effects.
  • —–Two tendencies of early cinema at the threshold of institutional change
  • ———–1. The convention of lengthening narratives by combining different genres, often across the referential boundaries of fiction and documentary
  • ———-2. The transition from narratives relying on audience foreknowledge to self-explanatory narratives whose outcome was not necessarily known

This version Goldilocks escapes and is chased by the bears through snowy landscape. A grown-up hunter dressed like Theodore Roosevelt appears on the scene and shoots the parent bears, capturing the baby bear on a leash then leading him away

Intersection of fairytale and political cartoon; links configuration of previously separate public and private sphere

47
Q

Star System

A

In short, the star system developed in American cinema because of

1) detailed division of labor
2) redefinition of performance space in narrative film, and 3) the widespread distribution of information about film performers.

48
Q

Motion Pictures Patent Company

A

Controlled by Edison
Business growth was less about technology and more about building monopolies
Getting all aspects of production (ex: making movies and having their own theaters)

49
Q

Hansen Readings

A

x
Cinema allowed women to participate and consume public, commercial entertainment
Simultaneously liberates women while also placing them more firmly under the gaze of men through voyeuristic film practices
Use of familiar fairytale allows for deeper dialogue with the viewers

50
Q

Rydell and Kroes

Reading

A

Birth of a Nation presented and legitimated racist ideologies in the wake of the Civil War
Dixon and Wilson’s disapproval of Reconstruction and increasing power of the Black South → revisionist agenda
White supremacist narrative
Creel Committee (Committee of Public Information) in 1917 turns American culture into a propaganda instrument

51
Q

McGovern

reader 4 parts

A
  • Advertising recast ideas of citizenship and nationality
  • Consumer products and consumption as important elements of American public life.
  • Advertisers linked being American = to goods and spending.
  1. Advertisers and Politics:
    - Admen compared themselves to politicians.
  2. Sovereign People:
    —- Consumers as Kings
    - People rule business by their right to choose
    3 . Self- Determination:
    - Products ensured the individual freedom that was the basis of all self-determination.
    - Pursuit of happiness- purchasing goods.
    4 .Leading Brands
    - Corporations were seen as bad.
    - Ads were defending corporations influence as natural and desirable.
52
Q

McCracken

3 parts

reader

A 
trickle-down theory
==== two conflicting principles act as a kind of engine or motive force for innovation
-------Essentially (lower class) will seek to establish new status claim by imitating (upper class) but the upper class will always try to differentiate by adopting new status markets

The Evocative Power of Things;

  • —–consumer goods = the cultivation of hopes and ideals
  • —Dark side of consumerism= never being satisfied with what you have.

Diderot Unities

  • -Consumer goods complemented by unity
  • -Goods have harmony and “go together”
  • —-Diderot Unity is a force that encourages the individual to maintain a cultural consistency in his/her complement of consumer goods
53
Q

Marchand

A

advertising the American dream

consumptions ethic: change psychology of consumers
-At&T telephones
—before: only. for emergencies
—-after: everyday use to sell to customers; marketing
Ensemble of products ; educates consumers on good taste
Advertising: Moves from texts to images; no text could compare to images
Style Obedience; solves problem of over production, convince consumers in new style.

54
Q

Gary Cross

A

Toys became popular because technology made it accessible to the middle class

Children
–started believing their job was for playtime
Showed children their future roles through each toy

Divided Gender Toys
Boys– technology, competition, innovation, teamwork
Girls– Nurturing, motherly, friendships, charming

Play toys anticipated the future of children

55
Q

The Star System

A

About the role of stars as images, labour and capital (aka meaning, work and money)

3 factors crucial to development of star system:

1) Industrial organization of filmmaking based on systems of mass production and division of labor.
2) growth in narrative film
3) active circulation about the identities of actors.

56
Q

Rydell and Kroes

A

Motion pictures- new mass cultural medium of exporting culture

  • Power of American mass culture across the Atlantic
  • Birth of a Nation revolutionized cinematic techniques and helped pave the way for the advent of the feature film.
57
Q

Miriam Hansen

A

Women and Cinema Industry

  • —Before- Public life= Masculine/ Private life= feminine
  • –Cinema allowed women to participate and consume public, commercial entertainment
  • –Simultaneously liberates women while also placing them more firmly under the gaze of men through voyeuristic film practices
58
Q

Frank Baum, The Wonderful Wizard of Oz

A

Diagnostic/Symptomatic of the culture

Themes:

  • –feeling incomplete and desire = consumerism
  • –Issue of child labor
  • –colorful land of society vs farm life
  • -women role in society, main characters both female

AS 101 (2 decks)

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