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.
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 PART 3 Vistas from Industries 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
Márta Minier is Associate Professor of Theatre and Media Drama at the University of South Wales, UK. Her research interests include Shakespeare (Shakespeare reception in particular), adaptation, translation, the culture of East-Central Europe, and the biopic and biographical drama. Minier has co-edited Adaptation, Intermediality and the British Celebrity Biopic (2014) and Shakespeare and Tourism: Place, Memory, Participation (2019) as well as Shakespearean special issues for New Readings and Multicultural Shakespeare: Translation, Appropriation and Performance. Minier is joint editor of the Journal of Adaptation in Film & Performance. Maria Elisa Montironi is Research Fellow in English Literature at the University of Urbino Carlo Bo. She has researched and published in the areas of English drama, Shakespeare studies, women’s studies, literary reception and intercultural studies. She is the author of a monograph on the political reception of Shakespeare’s Coriolanus (2013) and of a book on female characters created by contemporary women playwrights (2018). Cristina Paravano is Adjunct Lecturer at the University of Milan. Her research interests lie in the areas of early modern English drama and adaptation studies. She authored a monograph on Renaissance multilingualism (2018) and on Anglo-Italian relations on the early modern stage (2023).
