ABSTRACT

The rock video idea was originally an advertising idea; in fact, a better name for rock videos is really “ rock promos,” since they are widely seen as promotional tools for the record companies.2 The word “ promo” is also appropriate because it indicates the videos’ links to advertising evident in their style and manner of production. Their short, four-minute span originally suited a promotional con­ text, while the illogical image-change and generally “ avant-garde” techniques mimicked those long customary in many ads. The reli­ ance on freelance crews, the omission of production credits and the financial tie-in to the record companies all duplicate the production situation of ads.