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.
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. Starting from the importance and the awareness of advertising practices in the early modern period, the volume follows the evolution of the use of ‘the Bard’ as a promotional catalyst up to the 21st century. It considers Shakespeare-related local and global examples of promotion targeted at national and international audiences, featuring Shakespeare as a local and global icon, and exploiting his language and writings as a cultural lingua franca. With its highly interdisciplinary approach and its international scope, this volume brings new interesting insights into Shakespeare’s selling power. Embracing various approaches, the contributors coherently work together to identify and explain the paradigms of local and global Shakespeare-based enterprises and campaigns, both in national and international contexts, and discuss them in relation to a range of cultural 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 Shakespeares Times
Roberta Mullini
2. William Shakespeares 1769 Jubilee through Advertising and Souvenirs: a
Multimodal Analysis
Anna Anselmo and Marco Canani
3. Selling Shakespeare in 1864: Cassells Tercentenary Monument
Jan Marten Ivo Klaver
4. To ad or not to ad: Shakespeares 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. Shakespeares 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
Theatres 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, womens studies, literary reception and intercultural studies. She is the author of a monograph on the political reception of Shakespeares 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).
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