Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements
Shakespeare’s plays are indisputably among the most translated, staged, and adapted works for both theatre and screen. The texts undergo updating, recontextualization, and transcultural adaptation to engage audiences across different age groups, thereby facilitating their reception. This article ex...
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| Language: | English |
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University of Pardubice
2024-12-01
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| Series: | American and British Studies Annual |
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| Online Access: | https://absa.upce.cz/index.php/absa/article/view/2578 |
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| author | Ivona Mišterová |
| author_facet | Ivona Mišterová |
| author_sort | Ivona Mišterová |
| collection | DOAJ |
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Shakespeare’s plays are indisputably among the most translated, staged, and adapted works for both theatre and screen. The texts undergo updating, recontextualization, and transcultural adaptation to engage audiences across different age groups, thereby facilitating their reception. This article explores Shakespeare’s position in modern popular culture. Initially, Shakespeare’s status in popular culture is discussed, drawing on the concepts of Graham Holderness (1988), Douglas Lanier (2002, 2006), and Marjorie Garber (2008). The article then examines selected popular Shakespearean representations, such as Richard Burt’s concept of “Schlockspeare” (2002), which focuses on the use of catchphrases, references, along with both textual and visual allusions to Shakespeare in advertising (e.g. mortgage loans from Commercial Bank, a Shakespeare-inspired yogurt, etc.). The objective is to demonstrate that popular culture serves to disseminate Shakespeare’s work without diminishing its inherent value, echoing Graham Holderness’s assertion that Shakespeare is, here, now, always, what is currently being made of him.”
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| format | Article |
| id | doaj-art-2c5dfb121c234438980ceedf6c248ab2 |
| institution | OA Journals |
| issn | 1803-6058 2788-2233 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | University of Pardubice |
| record_format | Article |
| series | American and British Studies Annual |
| spelling | doaj-art-2c5dfb121c234438980ceedf6c248ab22025-08-20T02:34:42ZengUniversity of PardubiceAmerican and British Studies Annual1803-60582788-22332024-12-011710.46585/absa.2024.17.2578Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech AdvertisementsIvona Mišterová0University of West Bohemia Shakespeare’s plays are indisputably among the most translated, staged, and adapted works for both theatre and screen. The texts undergo updating, recontextualization, and transcultural adaptation to engage audiences across different age groups, thereby facilitating their reception. This article explores Shakespeare’s position in modern popular culture. Initially, Shakespeare’s status in popular culture is discussed, drawing on the concepts of Graham Holderness (1988), Douglas Lanier (2002, 2006), and Marjorie Garber (2008). The article then examines selected popular Shakespearean representations, such as Richard Burt’s concept of “Schlockspeare” (2002), which focuses on the use of catchphrases, references, along with both textual and visual allusions to Shakespeare in advertising (e.g. mortgage loans from Commercial Bank, a Shakespeare-inspired yogurt, etc.). The objective is to demonstrate that popular culture serves to disseminate Shakespeare’s work without diminishing its inherent value, echoing Graham Holderness’s assertion that Shakespeare is, here, now, always, what is currently being made of him.” https://absa.upce.cz/index.php/absa/article/view/2578William Shakespearepopular cultureShakespeare-themed advertisementadvertising themescultural capital |
| spellingShingle | Ivona Mišterová Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements American and British Studies Annual William Shakespeare popular culture Shakespeare-themed advertisement advertising themes cultural capital |
| title | Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements |
| title_full | Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements |
| title_fullStr | Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements |
| title_full_unstemmed | Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements |
| title_short | Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements |
| title_sort | czech ing shakespeare tracing shakespeare s influence not only in czech advertisements |
| topic | William Shakespeare popular culture Shakespeare-themed advertisement advertising themes cultural capital |
| url | https://absa.upce.cz/index.php/absa/article/view/2578 |
| work_keys_str_mv | AT ivonamisterova czechingshakespearetracingshakespearesinfluencenotonlyinczechadvertisements |