Morreale traces the development of the documentary films produced for presidential candidates from Calvin Coolidge in 1923 to George Bush and Bill Clinton in 1992. The work provides insight into today's visually oriented presidential campaign by analyzing the production of candidates' images as the films evolve from classical to modern forms. Campaign films are usually overlooked by campaign scholars, yet they provide the fullest available visual portrait of a candidate during a campaign, they encapsulate persuasive appeals and strategies, and they illustrate Republican and Democratic candidates' different approaches to mediated communication. Morreale concludes that presidential campaign films provide a lens through which we can view both changes and continuities in American politics and culture. Recommended for scholars and students of communication, political science, and history.

This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.

Provides a history and criticism of an important disrupting force in early science-fiction television programming. Joanne Morreale highlights the differences of The Outer Limits (ABC 1963-65) from typical programs on the air in the 1960s. Morreale argues that the show provides insight into changes in the television industry as writers turned to genre fiction-in this case, a hybrid of science fiction and horror-to provide veiled social commentary. The show illustrates the tension between networks who wanted mainstream entertainment and the independent writer-producers, Leslie Stevens and Joseph Stefano, who wanted to use the medium to challenge viewers. In five chapters, The Outer Limits makes a case for the show's deployment of gothic melodrama and science fiction tropes, unique televisual characteristics, and creative adaptation of any cultural sources to interrogate the relationship between humans and technology in a way that continues to influence contemporary debate in such shows as Star Trek, The X-Files, and Black Mirror. Underlying the arguments is the eerie notion of The Outer Limits as a disruptive force on television at the time, purposely making audiences uncomfortable. For example, in its iconic opening credit sequence a disembodied "Control Voice" claims to be taking over the television as images mimic signal interference. Other themes convey Cold War paranoia, ambivalence about the Kennedy era "New Frontier," and anxiety about the burgeoning military-industrial-governmental complex. The book points out that The Outer Limits presaged what came to be known as "quality" television. While most episodes followed the lowbrow tradition of televised science fiction by adapting previously published stories and films, the series elevated the genre by rearticulating it through themes and images drawn from myth, literature, and the art film. The Outer Limits is lucid yet accessible, well researched and argued, with enlightening discussions of specific episodes even as it gives attention to broader television history and theory. It will be of special interest to scholars and students of television and media studies, as well as fans of science fiction.

The Dick Van Dyke Show (CBS 1961-1966) was a uniquely self-reflexive sitcom that drew on vaudevillian tropes at a time when vaudeville-based comedy variety was disappearing from television. At the same time, it reflected the liberal politics of the Kennedy era and gave equal time to home and work as it ushered in a new image of the sitcom family. In The Dick Van Dyke Show, author Joanne Morreale analyzes the series' innovative form and content that altered the terrain of the television sitcom. Morreale begins by finding the roots of The Dick Van Dyke Show in the vaudeville-based comedy variety show and the "showbiz" sitcom, even as it brought notable updates to the form. She also considers how the series reflects the social context of Kennedy's New Frontier and its impact on the television industry, as The Dick Van Dyke Show responded to criticisms of television as mass entertainment. She goes on to examine the series as an early example of quality television that also pointed to the complex narrative of today, examining the show's progressive representations of race, ethnicity, and gender that influenced the content of later sitcoms. Morreale concludes by considering The Dick Van Dyke Show's afterlife, suggesting that the various reappearances of the characters and the show itself demonstrates television's "transseriality." Fans of The Dick Van Dyke Show and readers interested in American television and cultural history will appreciate this insightful reading of the series.

At a time when television offered limited opportunities for women, Donna Reed was an Oscar-winning Hollywood actress who became both producer (though largely uncredited) and star of her own television show. Distinct from the patriarchal family sitcoms of the era, The Donna Reed Show's storylines focused on the mother instead of the father, and its production brought a cinematic aesthetic to television situation comedy. In The Donna Reed Show, author Joanne Morreale illustrates how the program pushed the boundaries of the domestic sitcom at a time when the genre was evolving and also reflected the subtle shifts and undercurrents of unrest in the larger social and political culture. Morreale begins by locating Donna Reed in relation to her predecessors Gertrude Berg and Lucille Ball, both of whom were strong female presences in front of and behind the camera. She also explores the telefilm aesthetics of The Donna Reed Show and argues that the series is a prime example of the emergent synergy between Hollywood and the television industry in the late fifties. In addition, Morreale argues that the Donna Stone character's femininity acts as a kind of masquerade, as well as provides a proto-feminist model for housewives. She also examines the show's representation of teen culture and its role in launching the singing careers of its two teenaged stars. Finally, Morreale considers the legacy of The Donna Reed Show in the representation of its values in later sitcoms and its dialogue with contemporary television texts. Morreale illustrates the interplay of gender, industry, and culture at work in the history of this classic TV series. Fans of the show, as well as students and teachers of television history, will enjoy this close look at The Donna Reed Show.

Morreale traces the development of the documentary films produced for presidential candidates from Calvin Coolidge in 1923 to George Bush and Bill Clinton in 1992. The work provides insight into today's visually oriented presidential campaign by analyzing the production of candidates' images as the films evolve from classical to modern forms. Campaign films are usually overlooked by campaign scholars, yet they provide the fullest available visual portrait of a candidate during a campaign, they encapsulate persuasive appeals and strategies, and they illustrate Republican and Democratic candidates' different approaches to mediated communication. Morreale concludes that presidential campaign films provide a lens through which we can view both changes and continuities in American politics and culture. Recommended for scholars and students of communication, political science, and history.

Choice essays on the TV sitcom lend insights into shifting cultural modes and methods for television criticism.

This is the first anthology to present writings that examine the TV sitcom in terms of its treatment of gender, family, class, race, and ethnic issues. The selections range from early shows such as I Remember Mama (George Lipsitz's "Why Remember Mama?" The Changing Face of a Woman's Narrative) to the more recent Roseanne (Kathleen Rowe's "Roseanne: Unruly Woman as Domestic Goddess"). The volume also looks unflinchingly at major controversies, for example, the NAACP boycott of the stereotypical yet wildly popular Amos n' Andy and the queer reading of Laverne and Shirley.

These diverse essays constitute a veritable history of postwar American mores. Some are classic, some forgotten, but all indicate the importance of considering text and subtext (social, historic, industrial) in the critical study of television. A final chapter by the author bids sitcoms adieu with the "cultural spectacle of Seinfeld's last episode."

This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.