The objective of this article is to look at the cultural indicators of television in the Netherlands from the perspective of feature that is essential to commercial TV - audiovisual advertisements. TV advertisements have been continuously gaining recognition as vital part of shared, cultural memory amongst audiences. It is therefore worth looking into the current practices of archiving and reuse of these ephemeral texts, including the digital environment. Once any commercial is removed from its original context of the broadcast TV flow and of its commercial layer, to be then placed in the archival setting – its meaning becomes radically altered. Consequently, the question is - what is left of a commercial and what becomes a cultural memory, often embedded deeply in collective psyche of generations of broadcast viewers, in the archival environment?

Additional Metadata
Keywords Television, Advertisement, Nostalgia, Archive
Publisher Netherlands Institute for Sound and Vision
Journal VIEW Journal
Rights Each article is copyrighted © by its author(s) and is published under license from the author(s). When a paper is accepted for publication, authors will be requested to agree with the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Netherlands License.
Note VIEW Journal of European Television History and Culture; Vol 6, No 11 (2017): History of Private and Commercial Television in Europe; 41-52
Citation
Biernawska, Krystyna. (2017). TV Commercials' Second Life: Commercials as Remembrance Culture in the Netherlands. VIEW Journal, 6(11), 41–52.