Advertising, Rhetoric, and Literature
A Medieval Response to Contemporary Theory
Bibliographic Data
| ID | 7960191 |
|---|---|
| Authors | Andrew Cowell (0000-0002-2479-7670, corresponding author) |
| Year | 2001 |
| Volume | 22 |
| Issue | 4 |
| Pages | 795-827 |
| Publication date | 2001-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Poetics Today (JOURNAL) |
| Journal identifiers | ISSN: 0333-5372 • E-ISSN: 1527-5507 |
| Publisher | Duke University Press (PUBLISHER • US) |
| DOI | 10.1215/03335372-22-4-795 |
| OpenAlex | W2121798842 |
| Language | EN |
| References cited | 22 |
This article examines the earliest examples of advertising and consumer commodities in medieval texts in relation to twentieth-century critical theories of the social role of advertising and its relation to both“literature” and “rhetoric.” It discusses the ways advertising and rhetoric have been linked in these recent theories and the ways literature has been excluded from this nexus. Turning to the Middle Ages,the article examines a different nexus between literature and rhetoric. Whereas advertising is typically seen in current theory as fundamentally“antipoetic,” it was in the Middle Ages central to the birth of literary textuality, a discourse that challenged the status of rhetoric and religiously oriented literature. The birth of the commodity and its advertisement corresponds to a birth of the “poetic” in the Western vernacular tradition
Advertising · Art · Commodity · Economics · Linguistics · Literature · Medieval Literature · Middle Ages · Rhetoric · Sociology · Textuality · Vernacular · Historical and Religious Studies of Rome · History · Medieval Literature and History · Philosophy · Reformation and Early Modern Christianity
Religious Poverty and the Profit Economy in Medieval Europe
Russian formalist criticism
Classical rhetoric and its Christian and secular tradition from ancient to modern times
De Doctrina Christiana
The Cultural Studies Reader
Rhetoric, Hermeneutics, and Translation in the Middle Ages
The Culture Industry
Television Advertising and Televangelism
Masters, Princes, and Merchants
Reading into Cultural Studies
Contemporary Literary Theory
Eros, Agape, and Rhetoric around 1200
The Language of Advertising
Surrealism, Literature of Advertising and the Advertising of Literature in France 1910–1930
La société de consommation
| Citation velocity | historical |
|---|---|
| Highly cited | No |