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Title: Muse on Madison Avenue

Muse on Madison Avenue

Classical Mythology in Contemporary Advertising

by Karelisa Hartigan (Author)
©2002 Monographs 158 Pages
Media and Communication
Series: Studien zur klassischen Philologie, Volume 127

Summary

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.

Details

Pages
158
Year
2002
ISBN (Softcover)
9783631376522
Language
English
Keywords
Madison Galery Werbung Add
Published
Frankfurt/M., Berlin, Bern, Bruxelles, New York, Oxford, Wien, 2002. 158 pp., 76 fig.

Biographical notes

Karelisa Hartigan (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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Title: Muse on Madison Avenue