Local/Global Shakespeare and Advertising

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).

• Introduction: Shakespeare and advertisingMárta Minier, Maria Elisa Montironi and Cristina ParavanoPART 1 Historical Perspectives1. Advertising in Shakespearean Plays and in Shakespeare’s TimesRoberta Mullini2. William Shakespeare’s 1769 Jubilee through Advertising and Souvenirs: a Multimodal AnalysisAnna Anselmo and Marco Canani3. Selling Shakespeare in 1864: Cassell’s Tercentenary MonumentJan Marten Ivo Klaver4. To ad or not to ad: Shakespeare’s Glocalisations in Contemporary AdspeakFabio CiambellaPART 2 Culture-specific Perspectives5. The Italian Reception of Shakespeare in AdvertisingRoberta Zanoni6. “Our Shakespeare”, or how the Bard came to be extolled as “the Third German Classic” in the City of Goethe and SchillerChrista Jansohn7. “Wet Cough, or Dry Cough, That is a Question”: Shakespearean References in Polish Commercials and AdvertisementsTomasz Kowalski8. The Bard as Ambassador to Beijing: Shakespeare at the Crossing of Cultural Exchanges between the UK and ChinaSelusi Ambrogio9. Ads for Social Change: Appropriating Shakespeare for Activism in IndiaNiyanta SangalPART 3 Vistas from Industries10. Shakespeare’s Static: The Bard, the Italian Radio and the Italian CanonPaolo Caponi11. Gender and Patriarchy in Shakespeare Adverts for CarsMaria Elisa Montironi12. “To wear or not to wear?” Shakespeare and Fashion Ads in the 21st CenturyCristina Paravano13. Renaissance Self-Marketing: Ellington, Albertazzi, Wainwright, MarsalisStephen Buhler14. Advertising and Memorialising a Theatrical Shakespeare Rewrite in Local, National and Cosmopolitan Contexts: The Sherman Theatre and National Theatre’s Romeo and JulietMárta MinierAfterwordDouglas Lanier