is a research project conducted by the Universities of Plymouth, Amsterdam, Applied Arts Vienna, the EYE Film Institute Amsterdam and the Netherlands Institute for Sound and Vision. Through various texts, this book reaches beyond the media images shown and analyzes the use of advertising in film, television, experimental and industrial films, as well as computer games. Bert Hogenkamp, for example, writes about sponsored audiovisual productions in the Netherlands, specifically in the work of directors such as Walter Ruttman and Charles Huguenot van der Linden. Through an assemblage of images around an early example of advertising, Martha Blassnigg discusses the close dialogue between the sciences and the public. Rudmer Canjels' essay examines a selection of science films, focusing on X-ray films through several decades. Analyzing work by Samuel Beckett and Scott McCloud, Martyn Woodward writes on the theatrical relationship between the beholder and the depicted work itself.