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 advertising

Márta Minier, Maria Elisa Montironi and Cristina Paravano

PART 1 Historical Perspectives

1. Advertising in Shakespearean Plays and in Shakespeare’s Times

Roberta Mullini

2. William Shakespeare’s 1769 Jubilee through Advertising and Souvenirs: a Multimodal Analysis

Anna Anselmo and Marco Canani

3. Selling Shakespeare in 1864: Cassell’s Tercentenary Monument

Jan Marten Ivo Klaver

4. To ad or not to ad: Shakespeare’s 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. Shakespeare’s 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 Theatre’s Romeo and Juliet

Márta Minier

Afterword

Douglas Lanier