Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Czech-ing Shakespeare: Tracing Shakespeare’s Influence (not only) in Czech Advertisements

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

60204 - General literature studies

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

American and British Studies Annual

ISSN

1803-6058

e-ISSN

2788-2233

Svazek periodika

17

Číslo periodika v rámci svazku

December 2024

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

62-74

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85212260050