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IntheHamletplayletHamlet,sdilemmaof‘‘tobeornottobe,,,changed
into‘‘todrinkornottodrink.,,Drinking‘‘GoldKing,,solvedthedilemma.
InRomeoandJulietplayletthefeudbetweentheMontaquesandtheCapulets
abatedoncethefamiliesindulgedinadrinkingbout.Eachplayletwas
introducedbyanarratorwhousedtheplaybillconventionpresentonthe
billboards,andwhofinishedtheadwiththecampaign,sslogan‘‘GoldKing
–ThePoweroftheClassics.,,
Sinceadvertisingisanideologicalapparatus,asignifyingsystemwithin
theSymbolic,itisabletorepresenttothesubjectstheirplaceinthe
Imaginary.Inthiscase,itpresentedtothepotentialbuyersthepossibility
ofbelongingtoanexclusivegroupofpeople,ofbecomingpeoplewho
‘‘haveacertaintouchofclass.,,TheyknowShakespeare,drink‘‘Gold
King,,,andhavesophisticatedfun.Thecampaignalsooperatedonthe
basisofinclusiveness:thedesireitcreatedwasdirectedbothatthesym-
bol(‘‘class,,)andaunitywiththesymbol.Thus,itdidnotrecognize
theboundarybetweentheImaginaryandSymbolic.Itsetthepotential
buyersoffonablindquestfortheunattainable,constantlyreplenished
becauseneverfulfilled.Thedesiretoattainclass,requiredthe‘‘Golden
King,,beerdrinkerstobridgethegapbetweenselfandotherinitsat-
tempttounitethem.Shakespeareservedinthisadvertizingcampaign
astheassurancethatcommittingtothechoiceinpurchase,thebuyers
choosetherightthingbecausetheyhavetaste,style,uniquenessand
education.
In2000,theRMFFMradiostationprogrammewasbasedonRomeoand
Juliet.Theshow,constitutingthemainattractionofitsthree-monthsummer
activities,wasdirectedatadifferentaudiencethanitusuallytargeted.Since
itisoneofthebiggestandthewealthiestradiostationsinPoland,itsmain
objectivewastomaintainthisstatus:theplay,sthemeofloveallowedthe
RMFFMstationtokeepenlargeitsaudienceandacquiremoremoneyfrom
commercials.Itsaveragelistenerisabout18–30yearsold,thoughitalso
attractstheattentionoftheoldergeneration.TheaimoftheRomeoand
Julietcampaignwastokeeptheattentionofteenagers–thepublicthatwas
stillunderthespellofBuzLuhrman,smovieRomeoJuliet.Playexcerpts
werereadbyeminentPolishactors,witheachofthereadingsintroducedby
anewlycomposed‘‘RomeoandJuliet,,lovesongsungbyEdytaGórniak,the
1993EurovisionSongContestSecond-PrizeWinner.
ThoughShakespeare,splaywaspresentdailyinthemorningprogramme
(8.00–13.00),itsmaininterestwasnottoeducateaboutShakespearebutto
entertainyoungpeopleaboutlove.Thelistenersparticipatedinvariousquizzes
aboutlove:themaincompetitionforthesummerwastowriteaconvincing
loveletteraddressedtoJuliet,whowastreatedasanexpertinlove.The
prizewasafortnightholidayinVerona.Shakespearewaspresentonthe
