Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
23
Theadvertisingcampaignincluded:billboards,newspapers,posters,and
alsospecialdecalsoncars,shops,pubs,andradiopresentationswhich
capitalizedonplayslikeKingLear,All’sWellThat’sEndsWell,AsYouLike
It,TheTamingoftheShrew,RomeoandJuliet,MacbethandHamlet.All
billboardsweredesignedliketheatricalpostersonwhichtheattractivenessof
thenewbeerbottleoccupiedcentralposition.Theadvertisment:‘‘TheWarsaw
Brewery‘Royal,PresentsSelectedWorksbySwilliamShakesbeer,,(‘‘War-
szawskieBrowaryKrólewskiePrzedstawiaja
"WybraneDziełaŁykamiSzeks-
biera,,)wasbasedonalanguagegame.ThePolishword‘Łykami,was
acleverdistortionof‘William,,whileintheword‘‘Szekspir,,(thePolish
versionof‘‘Shakespeare,,),theletter‘‘z,,washiddenchangingtheplaywright,s
nameinto‘‘Shakesbeer.,,
ThetitlesofShakespeare,splaysconstitutedthemostimportantpartof
thisvisualpromotion.Somebecamecleverlydistorted,e.g.,KingLearwas
changedintoKingLiter.AllbillboardsconnectedShakespeare,sstatusasthe
classicalauthorandthebeerastheclassicalproduct.Aftertheplay,s/beer,s
titletheslogan,‘‘thePoweroftheClassics,,,wasplaced.Inotherwords,the
promotionalcampaignmadeanovertconnectionbetweenShakespeare,sstatus
astheauthorofclassicalworksandtheWarsawBrewery‘‘Royal,,beeras
theclassicalproduct.
Thesametechniqueofthe‘‘classic,,wasusedintheradiocampaign.
Theselectionoftheradiostationwasstrategic,limitedtoRadioZET,
knownasthefavouritestationofPolishintellectuals.Writteninastylized
language,andtakingadvantageofquotationsfirmlyincorporatedinPolish
culture,shortplayletswereusedtoconvincethepotentialconsumersthat
‘GoldKing,beerwasactuallythemostimportantingredientofShakes-
peare,splays.15ThetextoftheMacbethplayletmayservehereasan
example:
Narrator:
TheWarsawBreweryCompanypresents
SwilliamShakesbeer,sMacbeth
Macbeth(enters)
Oh,mydearwife!Lady!Atragedyhasstruck
Youmademespillmy‘‘King.,,
LadyMacbeth:
Oh,Macbeth!Indeedthetragedyisgrave,
Yetinthefridgethereareatleastfourmorebottles
safe.
Macbeth(opensthefridgeandroarswithdelight).
Witches:
Itisthelifeofthemaid
That‘‘GoldKing,s,,greatpowersaved.
Narrator:
‘‘GoldKing,,–ThePoweroftheClassic.
15Theplayletswereactedbywell-knownPolishactorsandactresses.
