Muse on Madison Avenue: Classical Mythology in Contemporary Advertising
Karelisa V. Hartigan (Author)
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DescriptionClassical 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.
Peter Lang GmbH
7 January 2002
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