Cinematographic Marketing Of United States Of America In Military Films

Abstract

The study aimed to reveal the role of American cinematographic marketing in terms of artistic production and the promotion of values ​​and the military image, which in its objectives do not depart from the political dimensions of American hegemony economically and technologically. To achieve the goal of the study, the researcher used the descriptive analytical method to study the phenomenon and cinematic discourse through a sample of films that were produced in cooperation between Hollywood companies, the US Department of Defense, the Pentagon and the Central Intelligence Agency (CIA). The questionnaire directed to a sample of academics and journalists was used to know the expected repercussions of these films on the public, governments and countries from the point of view of these elite.

The study reached a number of results, the most prominent of which are:

• The American film industry and its integration with media and commerce has become a facet of Western globalization and models for marketing values ​​and ideas with artistic methods and exciting production techniques that are popular and followed up, especially by the youth audience seeking modernity, diversity and adventure.


• Hollywood represents the third side of the American hegemony: the White House, the Pentagon and Hollywood. Where Hollywood plays a major and dangerous role in supporting American foreign policy, influencing public opinion, and making the terrifying military image posed by movies.


• Hollywood films are keen to show the image of the hero and the unbeatable American fighter with advanced and lethal weapons in his arsenal. At the same time, the United States presents the United States as a state sponsor of human rights and protector of the planet, and it is ready to help any country in protecting its security. "