Muse on Madison Avenue: Classical Mythology in Contemporary Advertising

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P. Lang, 2002 - Business & Economics - 158 pages
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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. Contents: Historical Background. An Overview of Myths in Ads from the 1950s to the 1990s--Dominant Figures of Myths in Advertisements--A Richer Life Through Classical Myth: Ancient Legends Enhance Modern Advertising and Modern Life--The Classical Conceit--The Company Logo.

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Contents

Introduction
9
Historical Background An Overview of Myths in Ads from the 1950s to the 1990s
19
Dominant Figures of Myth in Advertisements
49
Copyright

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About the author (2002)

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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