Özet:

It is a well established fact that Shakespeare influenced modern day literature and the English language more than any other writers, and ubiquitous nature of him can be perceived in our daily lives from radio and television to music, from art to video games. Advertising, which is also a word invented by the Bard, is one of the branches in which Shakespeare’s influence is recognized. What Shakespeare represents for the modern world have prompted advertisers to use the Bard as their focus in advertising. Besides being recognized as a symbol of romance, Shakespeare is depicted as the ideal man. He is depicted as a genius, a man with the skill of wordplay, a playwright of timeless nature which makes him a high class man who can persuade people to appreciate brands or purchase goods or services by brands. Shakespeare’s universality has been a significant factor for advertisers to exploit his image or language in advertisements. Throughout modern advertising history, since the publisher, Jacob Tonson, based his trademark on the Chandos portrait, the various elements such as scenes from his plays, his famous quotes, sonnets, the name of characters in his plays even his name or portrait have been used by manufacturers, suppliers and service providers. The aim of the study is to show Shakespeare’s influence on advertising through ad examples of brands from printed media, broadcasting media and interactive media. 

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