@article {844,
	title = {Absolute Advertising: Walter Ruttmann and the Weimar Advertising Film},
	journal = {Cinema Journal},
	volume = {52},
	year = {2013},
	month = {Summer 2013},
	pages = {49-56},
	chapter = {49},
	abstract = {<p>Examining Walter Ruttmann{\textquoteright}s early animated advertisements in relation both to his Opus films and to contemporary advertising psychology, this article argues that advertising, far from representing a marginal phenomenon or a compromise of artistic integrity, was central to Ruttmann{\textquoteright}s professional identity as an avant-garde filmmaker. In so doing, I also seek to reframe our understanding of abstract animation in the 1920s as a form profoundly compatible with capitalist modernity and its regulation of perception. Through their combination of abstraction and figuration, Ruttmann{\textquoteright}s advertisements sought to incorporate contemporary theories of advertising pleasure and activate spectatorial competencies specific to the newly commodified spheres of post{\textendash}World War I Germany.</p>},
	url = {http://muse.jhu.edu/journals/cj/summary/v052/52.4.cowan.html}
}
