Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23330%2F24%3A43975020" target="_blank" >RIV/49777513:23330/24:43975020 - isvavai.cz</a>
Result on the web
<a href="https://absa.upce.cz/index.php/absa/article/view/2578" target="_blank" >https://absa.upce.cz/index.php/absa/article/view/2578</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.46585/absa.2024.17.2578" target="_blank" >10.46585/absa.2024.17.2578</a>
Alternative languages
Result language
angličtina
Original language name
Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements
Original language description
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.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
60204 - General literature studies
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
American and British Studies Annual
ISSN
1803-6058
e-ISSN
2788-2233
Volume of the periodical
17
Issue of the periodical within the volume
December 2024
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
13
Pages from-to
62-74
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85212260050