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Advertising, Rhetoric, and Literature: A Medieval Response to Contemporary Theory

Advertising, Rhetoric, and Literature: A Medieval Response to Contemporary Theory This article examines the earliest examples of advertising and consumer commodities in medieval texts in relation to twentieth-century critical theories of the social role of advertising and its relation to both "literature" and "rhetoric." It discusses the ways advertising and rhetoric have been linked in these recent theories and the ways literature has been excluded from this nexus. Turning to the Middle Ages, the article examines a different nexus between literature and rhetoric. Whereas advertising is typically seen in current theory as fundamentally "antipoetic," it was in the Middle Ages central to the birth of literary textuality, a discourse that challenged the status of rhetoric and religiously oriented literature. The birth of the commodity and its advertisement corresponds to a birth of the "poetic" in the Western vernacular tradition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Poetics Today: International Journal for Theory and Analysis of Literature and Communication Duke University Press

Advertising, Rhetoric, and Literature: A Medieval Response to Contemporary Theory

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Publisher
Duke University Press
Copyright
Duke University Press
ISSN
0333-5372
eISSN
1527-5507
DOI
10.1215/03335372-22-4-795
Publisher site
See Article on Publisher Site

Abstract

This article examines the earliest examples of advertising and consumer commodities in medieval texts in relation to twentieth-century critical theories of the social role of advertising and its relation to both "literature" and "rhetoric." It discusses the ways advertising and rhetoric have been linked in these recent theories and the ways literature has been excluded from this nexus. Turning to the Middle Ages, the article examines a different nexus between literature and rhetoric. Whereas advertising is typically seen in current theory as fundamentally "antipoetic," it was in the Middle Ages central to the birth of literary textuality, a discourse that challenged the status of rhetoric and religiously oriented literature. The birth of the commodity and its advertisement corresponds to a birth of the "poetic" in the Western vernacular tradition.

Journal

Poetics Today: International Journal for Theory and Analysis of Literature and CommunicationDuke University Press

Published: Dec 1, 2001

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