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The Golden Age of Shakespeare Advertising, 1875–1900 The Golden Age of Shakespeare Advertising, 1875–1900
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Shakespeare and Modern Advertising, 1900–1960 Shakespeare and Modern Advertising, 1900–1960
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Shakespeare and Contemporary Advertising, 1960 to the Present Shakespeare and Contemporary Advertising, 1960 to the Present
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27 Marketing
Get accessDouglas M. Lanier is Professor of English at the University of New Hampshire, where he teaches courses in early modern drama, performance and adaptation, literary theory, and film history. He is author of Shakespeare and Modern Popular Culture (2002), as well as many articles on Shakespearean adaptation in modern mass media. From 2016–17 he served as the Fulbright Global Shakespeare Centre Distinguished Chair. He is currently completing two projects, one on screen adaptation of Othello, the other on The Merchant of Venice for the Arden Language and Writing series.
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Published:18 September 2012
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Abstract
This article argues that Shakespeare's use in advertising can be divided into three phases: the late Victorian period, a heyday for Shakespeare-oriented marketing; the modern period, from the First World War through the 1950s and early 1960s, in which Shakespeare played a relatively minor role in marketing; and the contemporary period, from the 1960s to the present day, in which Shakespeare-themed advertising has enjoyed a modest resurgence. Each of these periods' advertisements deploy Shakespeare in distinctive ways, for reasons arising not only from changes in media, advertising strategies, and the nature of mass production, but also from Shakespeare's changing ideological valence and relationship to the public.
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