Muse on Madison Avenue (Paperback)

Classical Mythology in Contemporary Advertising (Studien Zur Klassischen Philologie #127)

By Karelisa Hartigan

Peter Lang Gmbh, Internationaler Verlag Der W, 9783631376522, 158pp.

Publication Date: January 7, 2002

Other Editions of This Title:
Paperback (1/1/2002)

List Price: 59.95*
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Description

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.


About 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.