Celestial Apparitions: Media-machine, Broadcasting and Aerial Advertising
Résumé
In the interwar period, as commercial aviation was beginning to take shape, a range of technical innovations led to the development of the field of 'aerial advertising'. Aerial advertising took on various media forms (sonic, visual, textual) and supports (leaflets, light projections, billboard-like print advertising, smoke, audio speakers) and turned to the sky as screen, support, milieu or medium for mass communication. This essay sets out to revisit the case of aerial advertising, mobilizing some of the key lessons and themes from Speaking into the Air. I explore the specific symbolic and technical configurations of transportation and communication put forth by aerial advertising. Then, turning to the two foundational models of dissemination and dialogue, I address the ambiguous role of pilots as speakers/writers. Finally, I use the case of aerial advertising to explore some of the negotiations around the various meanings of broadcasting and conclude on the question of the persistence of presence.
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