Local/Global Shakespeare and Advertising
Series: Routledge Studies in Shakespeare;
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Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 28 November 2025
- ISBN 9781032226101
- Binding Paperback
- No. of pages286 pages
- Size 229x152 mm
- Language English
- Illustrations 17 Illustrations, black & white; 17 Halftones, black & white 700
Categories
Short description:
Local/Global Shakespeare and Advertising examines the two-way relationship between Shakespeare and advertising – in the broad sense of the term – both within and beyond Anglophone cultures.
MoreLong description:
Local/ Global Shakespeare and Advertising examines the local/ global and rhizomatic phenomenon of Shakespeare as advertised and Shakespeare as advertising. Starting from the importance and the awareness of advertising practices in the early modern period, the volume follows the evolution of the use of Shakespeare as a promotional catalyst up to the twenty-first century. The volume considers the pervasiveness of Shakespeare’s marketability in Anglophone and non-Anglophone cultures and its special engagement with creative and commercial industries. With its inter-and transdisciplinary perspective and its international scope, this book brings new insights into Shakespeare’s selling power, Shakespeare as the object of advertising and Shakespeare as part of the advertising vehicle, in relation to a range of crucial cultural, ideological and political issues.
MoreTable of Contents:
Introduction: Shakespeare and advertising
Márta Minier, Maria Elisa Montironi and Cristina Paravano
PART 1 Historical Perspectives
1. Advertising in Shakespearean Plays and in Shakespeare’s Times
Roberta Mullini
2. William Shakespeare’s 1769 Jubilee through Advertising and Souvenirs: a Multimodal Analysis
Anna Anselmo and Marco Canani
3. Selling Shakespeare in 1864: Cassell’s Tercentenary Monument
Jan Marten Ivo Klaver
4. To ad or not to ad: Shakespeare’s Glocalisations in Contemporary Adspeak
Fabio Ciambella
PART 2 Culture-specific Perspectives
5. The Italian Reception of Shakespeare in Advertising
Roberta Zanoni
6. “Our Shakespeare”, or how the Bard came to be extolled as “the Third German Classic” in the City of Goethe and Schiller
Christa Jansohn
7. “Wet Cough, or Dry Cough, That is a Question”: Shakespearean References in Polish Commercials and Advertisements
Tomasz Kowalski
8. The Bard as Ambassador to Beijing: Shakespeare at the Crossing of Cultural Exchanges between the UK and China
Selusi Ambrogio
9. Ads for Social Change: Appropriating Shakespeare for Activism in India
Niyanta Sangal
10. Shakespeare’s Static: The Bard, the Italian Radio and the Italian Canon
Paolo Caponi
11. Gender and Patriarchy in Shakespeare Adverts for Cars
Maria Elisa Montironi
12. “To wear or not to wear?” Shakespeare and Fashion Ads in the 21st Century
Cristina Paravano
13. Renaissance Self-Marketing: Ellington, Albertazzi, Wainwright, Marsalis
Stephen Buhler
14. Advertising and Memorialising a Theatrical Shakespeare Rewrite in Local, National and Cosmopolitan Contexts: The Sherman Theatre and National Theatre’s Romeo and Juliet
Márta Minier
Afterword
Douglas Lanier
More
