TV Commercials' Second Life

The objective of this article is to look at the cultural indicators of television in the Netherlands from the perspective of feature that is essential to commercial TV - audiovisual advertisements. TV advertisements have been continuously gaining recognition as vital part of shared, cultural m...

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Main Author: Biernawska, Krystyna
Format: Article
Language:English
Published: Netherlands Institute for Sound and Vision 2017-09-01
Series:VIEW Journal of European Television History and Culture
Online Access:https://www.viewjournal.eu/article/10.18146/2213-0969.2017.jethc122/
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spelling doaj-07a5feb537ac4215b3452a88a384e9932020-11-25T03:11:23ZengNetherlands Institute for Sound and VisionVIEW Journal of European Television History and Culture2213-09692017-09-016114110.18146/2213-0969.2017.jethc122TV Commercials' Second LifeBiernawska, Krystyna The objective of this article is to look at the cultural indicators of television in the Netherlands from the perspective of feature that is essential to commercial TV - audiovisual advertisements. TV advertisements have been continuously gaining recognition as vital part of shared, cultural memory amongst audiences. It is therefore worth looking into the current practices of archiving and reuse of these ephemeral texts, including the digital environment. Once any commercial is removed from its original context of the broadcast TV flow and of its commercial layer, to be then placed in the archival setting – its meaning becomes radically altered. Consequently, the question is - what is left of a commercial and what becomes a cultural memory, often embedded deeply in collective psyche of generations of broadcast viewers, in the archival environment?https://www.viewjournal.eu/article/10.18146/2213-0969.2017.jethc122/
collection DOAJ
language English
format Article
sources DOAJ
author Biernawska, Krystyna
spellingShingle Biernawska, Krystyna
TV Commercials' Second Life
VIEW Journal of European Television History and Culture
author_facet Biernawska, Krystyna
author_sort Biernawska, Krystyna
title TV Commercials' Second Life
title_short TV Commercials' Second Life
title_full TV Commercials' Second Life
title_fullStr TV Commercials' Second Life
title_full_unstemmed TV Commercials' Second Life
title_sort tv commercials' second life
publisher Netherlands Institute for Sound and Vision
series VIEW Journal of European Television History and Culture
issn 2213-0969
publishDate 2017-09-01
description The objective of this article is to look at the cultural indicators of television in the Netherlands from the perspective of feature that is essential to commercial TV - audiovisual advertisements. TV advertisements have been continuously gaining recognition as vital part of shared, cultural memory amongst audiences. It is therefore worth looking into the current practices of archiving and reuse of these ephemeral texts, including the digital environment. Once any commercial is removed from its original context of the broadcast TV flow and of its commercial layer, to be then placed in the archival setting – its meaning becomes radically altered. Consequently, the question is - what is left of a commercial and what becomes a cultural memory, often embedded deeply in collective psyche of generations of broadcast viewers, in the archival environment?
url https://www.viewjournal.eu/article/10.18146/2213-0969.2017.jethc122/
work_keys_str_mv AT biernawskakrystyna tvcommercialssecondlife
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