Márta Minier - Böcker

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.

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.

Beginning with the premise that the biopic is a form of adaptation and an example of intermediality, this collection examines the multiplicity of 'source texts' and the convergence of different media in this genre, alongside the concurrent issues of fidelity and authenticity that accompany this form. The contributors focus on big and small screen biopics of British celebrities from the late twentieth and twenty-first centuries, attending to their myth-making and myth-breaking potential. Related topics are the contemporary British biopic's participation in the production and consumption of celebrated lives, and the biopic's generic fluidity and hybridity as evidenced in its relationship to such forms as the bio-docudrama. Offering case studies of film biographies of literary and cultural icons, including Elizabeth I, Elizabeth II, Diana Princess of Wales, John Lennon, Shakespeare, Jane Austen, Beau Brummel, Carrington and Beatrix Potter, the essays address how British identity and heritage are interrogated in the (re)telling and showing of these lives, and how the reimagining of famous lives for the screen is influenced by recent processes of manufacturing celebrity.