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Muse on Madison Avenue: Classical Mythology in Contemporary Advertising
     

Muse on Madison Avenue: Classical Mythology in Contemporary Advertising

by Karelisa V. Hartigan
 
Classical mythology frequently serves to promote the good life as defined by American advertising. This book shows how the myths of ancient Greece permeate the persuasive work of Madison Avenue, where advertising promotes a desirable world and lifestyle. In antiquity, a community’s myths defined and sustained a common social order; in modern times advertising

Overview

Classical mythology frequently serves to promote the good life as defined by American advertising. This book shows how the myths of ancient Greece permeate the persuasive work of Madison Avenue, where advertising promotes a desirable world and lifestyle. In antiquity, a community’s myths defined and sustained a common social order; in modern times advertising plays this role. The designers of American advertising have turned to classical myth to give shape to their vision of the American dream.

Product Details

ISBN-13:
9783631376522
Publisher:
Lang, Peter Publishing, Incorporated
Publication date:
01/07/2002
Series:
Studien zur klassischen Philologie Series , #127
Pages:
158
Product dimensions:
5.83(w) x 8.27(h) x (d)

Meet the Author

The Author: Karelisa V. Hartigan (Ph.D. University of Chicago) is Professor of Classics at the University of Florida. There she founded and directed for 23 years Text & Presentation (a comparative drama conference), founded and serves as Co-Director of the Center for Greek Studies, served as Associate Director of UF Honors Program, and has won many teaching awards. She is the author of five books and numerous articles on classical topics.

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