Arts and the Market: Volume 5 Issue 2


Table of contents - Special Issue: The culture and design of titles, teasers and trailers

Guest Editors: Dr Daniel Hesford and Dr Keith M. Johnston

So just what is a trailer, anyway?

Ed Vollans

– The purpose of this paper is to posit a methodology for exploring promotional trailers in the public domain and a critical discussion of the findings therein.


“Show us your moves”: trade rituals of television marketing

Paul Grainge, Catherine Johnson

The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme…


Designing to engage a television audience: how are different media used in TV ident creation?

Iain Macdonald

The purpose of this paper is to illustrate how designers attempt to engage audiences through different media in TV idents; and to explore how the human mark (such as drawing and…

Fluid typography: transforming letterforms in television idents

Barbara Brownie

The purpose of this paper is to propose that, within the practice of motion branding, transforming type has been largely neglected by existing theorists and its importance to…

Experiencing websites: UK DVD distributors and the promotion of Asian media

Jonathan Wroot

– The purpose of this paper is to propose what can be learned from the study of specific promotional materials.

Promotional alternate reality games – more than “just” marketing

Stephanie Janes

The purpose of this paper is to investigate the ways in which players and producers of promotional alternate reality games (ARGs) negotiate their commercial status, similar to the…

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Emerald Publishing Limited

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  • Prof Laurie Meamber