Animation and Advertising

  • Malcolm Cook
  • Kirsten Moana Thompson

Part of the Palgrave Animation book series (PAANI)

Table of contents

  1. Front Matter
    Pages i-xxiii
  2. Malcolm Cook, Kirsten Moana Thompson
    Pages 1-51
  3. Revisionist Histories

  4. Intermediality

  5. Brands

  6. Television

  7. Digital and Contemporary

  8. Back Matter
    Pages 313-335

About this book


Throughout its history, animation has been fundamentally shaped by its application to promotion and marketing, with animation playing a vital role in advertising history. In individual case study chapters this book addresses, among others, the role of promotion and advertising for  anime, Disney, MTV, Lotte Reiniger, Pixar and George Pal, and highlights American, Indian, Japanese, and European examples. This collection reviews the history of famous animation studios and artists, and rediscovers overlooked ones. It situates animated advertising within the context of a diverse intermedial and multi-platform media environment, influenced by print, radio and digital practices, and expanding beyond cinema and television screens into the workplace, theme park, trade expo and urban environment. It reveals the part that animation has played in shaping our consumption of particular brands and commodities, and assesses the ways in which animated advertising has both changed and been changed by the technologies and media that supported it, including digital production and distribution in the present day. Challenging the traditional privileging of art or entertainment over commercial animation, Animation and Advertising establishes a new and rich field of research, and raises many new questions concerning particular animation and media histories, and our methods for researching them.


Animated Advertising Animation Theory Animation History Animation Historiography Intermediality Transnationality Television Commercials Useful Cinema Digital Advertising

Editors and affiliations

  • Malcolm Cook
    • 1
  • Kirsten Moana Thompson
    • 2
  1. 1.Film StudiesUniversity of SouthamptonSouthamptonUK
  2. 2.Film StudiesSeattle UniversitySeattleUSA

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2019
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Literature, Cultural and Media Studies
  • Print ISBN 978-3-030-27938-7
  • Online ISBN 978-3-030-27939-4
  • Series Print ISSN 2523-8086
  • Series Online ISSN 2523-8094
  • Buy this book on publisher's site