How did brands shown in Austrian advertising films between 1950 and 2000 become established, and which symbols contributed to the formation of a national identity after WWII? In a project funded by the Austrian Science Fund FWF, the economic and social historian Franz X. Eder and his team were the first to explore the function of commercials as vehicles of national identity in a historical context.

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> Franz X. Eder

> Department of Economic and Social History, University of Vienna

> FWF project: The Emotionalisation of National Brands in Austrian Commercials 1950-2000