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Loaded Words$
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Marjorie Garber

Print publication date: 2012

Print ISBN-13: 9780823242047

Published to Fordham Scholarship Online: September 2012

DOI: 10.5422/fordham/9780823242047.001.0001

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The Shakespeare Brand

The Shakespeare Brand

(p.72) CHAPTER FIVE The Shakespeare Brand
Loaded Words

Marjorie Garber

Fordham University Press

Sometimes a cigar is just a cigar. But what if its name is Shakespeare? Created in 2002 by Robert “Shakey” Shakespeare and his son Scott, and incorporated in 2003, Shakespeare Cigars advertises itself with a tagline from sonnet 15: “Everything that grows holds in perfection but a little moment.” Advertising is dissemination, and name recognition sells products, so it is not surprising to find William Shakespeare quoted in the book How to Build a Corporation's Name and Project Its Image. This chapter deals with the concept of branding as it pertains to Shakespeare the author, and the plays and poems often metonymically referred to as “Shakespeare” (or, indeed, “the works of Shakespeare”). It begins by considering the phrase “the Shakespeare myth,” which was used in the first half of the twentieth century in the titles of a number of books about the authorship controversy (the question of who “really” wrote the plays).

Keywords:   William Shakespeare, branding, advertising, plays, poems, Shakespeare myth, authorship

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