Local/Global Shakespeare and Advertising

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.

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).