search query: @freeterm film industry, sponsorship / total: 1
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| Author: | Schiller, H. I. |
| Title: | Kultursponsoring in der USA |
| Journal: | Media Perspektiven
1990 : NR. 11, p. 730-736 |
| Index terms: | |
| Freeterms: | film industry, sponsorship |
| Language: | eng |
| Abstract: | This is a somewhat critical presentation of the latest trends of sponsoring in the US. Separate advertising is replaced by direct inroads into films: e.g. Coca Cola, Sanyo, Nike etc. products used by the heros. The sponsor reserves the right to determine the content of the film: e.g. happy end is obligatory. Film directors are increasingly former public producers. Sponsoring appears in schools too. |
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