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werelinkednotbythelineofareasonableargument,butbytheirplacein
thecommercial,byitsformalstructureinwhichplayingShakespeare,s
preeminentrolebecamethemainincentivetopurchaseaproduct.The
‘‘Idea,,cellularphonewasturnedintoanvisibleconveyorofaspecific
desireinwhichplayingtheShakespeareanrolewaspresentedastheultimate
dream-work.
TheselectionofHamletforcommercialexploitationwasnotaccidental.
Afterall,forcenturiesHamlethasbeendescribedas‘‘thePolishPrince,,,and
asoneofthemostsignificantcharactersinPolishculture(Kujawińska-
-Courtney1995:82–92).Itshouldbestressedinthiscontextthatunderthe
Communistregimetheplay,soriginaltextwasseldomignoredthoughits
stagingsandcriticismtendedtotreatHamletasaconvenientcommentary
uponcurrentpoliticalandsocialexperiencesanddilemmas.Inaddition,the
frequencyofperformanceshasfirmlysecuredtheplay,splaceinthetreasury
ofanationalculturalheritage.Hamlet,stext(intranslations)isapartof
Polishcolloquiallanguage.
TherelativelythoroughknowledgeofShakespeare,splaysinPolandbecame
thebasisofanationaladvertizingcampaignoftheWarsawBrewery‘‘Royal,,
S.A.in1999.Inaninterview(March2000),thedirectoroftheadvertising
company,theCommunicationUnlimited,explained:
WeuseShakespearebecauseeveryoneknowshim,andheistheperfectclassicalauthor.
OuraimwastochangetheBrewery,simageandappealtoamoresophisticatedlayerof
society.14
Foundedin1797,theWarsawBrewery‘‘Royal,,S.A.becamenationalized
andlostitsprestigiousplaceatthemarketunderthecommunistsystem:
thenationalizedcompanyproducedaverycheapvarietyofbeer,soldin
shoddybottles,whichbecamethefavouriteofdrunksandbums.Inthe
neweconomicsystemithadtochangeitsimagetocompetewithsuch
internationalmolochsasBudweiser,GrolschorHeineken.Atthetimeof
thecampaign,theWarsawBrewery‘‘Royal,,S.A.wastheonlybrewery
whosecapitalwasexclusivelyPolish,anditusedSakespeare,snameand
hisworksasthemeansofendowingitsproductswithacertainauraof
nobilityandclass.Thepromotedbeer‘GoldenKing,waspackagedin
handsomebottleswith‘‘gold,,capsandfoil.Thetargetconsumerswere
Polishyuppies,especiallyfromWarsaw,who‘‘werepreparedtosupport
Polishproducts,whiledisplayingtheirknowledgeoftheclassics,,(inter-
view2000).
14IwouldliketothankhereMr.PawelKowalewski,thecompany,sdirector,forhistimeand
assistance.In1998theCompanyUnlimitedoccupiedthetwentyeighthplaceintheinternational
ranking‘‘HomeandMarket.,,
