Local/Global Shakespeare and Advertising

Local/Global Shakespeare and Advertising is an edited volume exploring the two-way connection between Shakespeare and advertising from both national and cross-national perspectives. Benefiting from a whole range of existing studies in the topic of Shakespeare and promotion, this book places itself within this thriving field of research and seeks to fill a major gap in it, providing an investigation that focuses on the how and why the ‘Shakespeare-brand’ phenomenon has been developing in non-Anglophone countries as well as in Anglophone ones. While there is a good number of studies on the topic of Shakespeare and advertising in British and American contexts, only scattered investigations exist on the marketing or profile-raising use of Shakespeare worldwide, on the peculiarities of national processes of this kind of appropriation, and on the characteristics that establish Shakespeare as a local/global icon and his language and writings as a kind of lingua franca that appeals to local and global audiences.