Muse on Madison Avenue

Classical Mythology in Contemporary Advertising

Karelisa Hartigan (Autor)

Buch | Softcover

2002
Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
978-3-631-37652-2 (ISBN)

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Classical mythology frequently serves to promote the good life as defined by American advertising. This book shows how the myths of ancient Greece permeate the persuasive work of Madison Avenue, where advertising promotes a desirable world and lifestyle. In antiquity, a community's myths defined and sustained a common social order; in modern times advertising plays this role. The designers of American advertising have turned to classical myth to give shape to their vision of the American dream.

The Author: Karelisa V. Hartigan (Ph.D. University of Chicago) is Professor of Classics at the University of Florida. There she founded and directed for 23 years Text & Presentation (a comparative drama conference), founded and serves as Co-Director of the Center for Greek Studies, served as Associate Director of UF Honors Program, and has won many teaching awards. She is the author of five books and numerous articles on classical topics.

lt;i>Contents: Historical Background. An Overview of Myths in Ads from the 1950s to the 1990s - Dominant Figures of Myths in Advertisements - A Richer Life Through Classical Myth: Ancient Legends Enhance Modern Advertising and Modern Life - The Classical Conceit - The Company Logo.

Erscheint lt. Verlag	7.1.2002
Reihe/Serie	Studien zur klassischen Philologie ; 127
Verlagsort	Berlin
Sprache	englisch
Maße	148 x 210 mm
Gewicht	220 g
Themenwelt	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Latein / Altgriechisch
	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Literaturwissenschaft
	Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Slavistik
	Sozialwissenschaften ► Kommunikation / Medien ► Allgemeines / Lexika
	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
	Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
	Sozialwissenschaften ► Soziologie
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	ADD • Advertising • Albrecht • Avenue • christiane • Classical • Contemporary • Hartigan • Karelisa • Madison • Madison Galery • Michael • Muse • Mythology • Werbung
ISBN-10	3-631-37652-9 / 3631376529
ISBN-13	978-3-631-37652-2 / 9783631376522
Zustand	Neuware