Lifestyle, aesthetics and narrative in luxury domain advertising

In film studies, there has been a longstanding and ideologically charged debate on the effects of selective depth of field. In his essay ‘The Evolution of the Language of Cinema’ (1950), André Bazin opted for the use of deep focus and long takes to offer the spectator a deliberately ambiguous rendering of the events depicted, so that he or she might explore them independently. According to Bazin, shallow depth of field in conjunction with the use of montage pre- organises the cinematic material and guides the viewer’s perception to a great degree. But the material discussed here is of...