Local/Global Shakespeare and Advertising

Local/Global Shakespeare and Advertising examines the two-way relationship between Shakespeare and advertising - in the broad sense of the term - both within and beyond Anglophone cultures. Starting from the importance and the awareness of advertising practices in the early modern period, the volume follows the evolution of the use of ’the Bard’ as a promotional catalyst up to the 21st century. It considers Shakespeare-related local and global examples of promotion targeted at national and international audiences, featuring Shakespeare as a local and global icon, and exploiting his language and writings as a cultural lingua franca. With its highly interdisciplinary approach and its international scope, this volume brings new interesting insights into Shakespeare’s selling power. Embracing various approaches, the contributors coherently work together to identify and explain the paradigms of local and global Shakespeare-based enterprises and campaigns, both in national and international contexts, and discuss them in relation to a range of cultural 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, Ashgate), Shakespeare and Tourism: Place, Memory, Participation (2019, E.S.I.) 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 holds a PhD in Intercultural European Studies from the University of Urbino Carlo Bo, where she currently lectures part-time in English Literature. 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 (Peter Lang, 2013) and of a book on female characters created by contemporary women playwrights (Königshausen & Neumann, 2018).

Cristina Paravano holds a PhD in English Studies from the University of Milan, where she currently lectures part-time in English Literature. Her research interests lie in the areas of early modern English drama, Shakespeare and appropriation, and dystopian literature. She authored a monograph on multilingualism in the plays of Richard Brome (2018), and published articles in English Text Construction, SEDERI Yearbook, Notes & Queries, Shakespeare, Borrowers and Lenders and New Theatre Quarterly, as well as several chapters in edited collections.