Encyclopedia of Global Archaeology

2014 Edition
| Editors: Claire Smith

Advertising and the Appropriation of Culture

  • Traci ArdrenEmail author
Reference work entry
DOI: https://doi.org/10.1007/978-1-4419-0465-2_1184

Introduction

The growth of cultural tourism and the spread of global information have both contributed to an increase in the commercialization of the past. Ancient cultures are used for marketing everything from vacation destinations to a wide range of products that draw upon stereotypes of the past as mysterious or idyllic. The pervasive use of ancient sites and artifacts by advertisers may simultaneously increase awareness of the past as well as put sites in danger as a result of over-visitation or mismanagement.

Definition

Certain sites such as Stonehenge and Chichen Itza have both iconic status within modern Western marketing and clear brand name recognition. Unfortunately, the field of advertising is largely unaware of the impact upon archaeological sites and descendant communities of a campaign designed around stereotypes of the past.

Key Issues/Current Debates/Future Directions/Examples

Advertising is ubiquitous in our world today. Given the seemingly endless opportunities to...

This is a preview of subscription content, log in to check access.

References

  1. Ardren, T. 2004. Where are the Maya in ancient Maya archaeological tourism? Advertising and the appropriation of culture, in Y. Rowan & U. Baram (ed.) Marketing heritage: archaeology and consumption of the past: 103-16. Walnut Creek: AltaMira Press.Google Scholar
  2. Duke, P. 2007. The tourists gaze, the Cretans glance: archaeology and tourism on a Greek island. Walnut Creek: Left Coast Press.Google Scholar
  3. Macdonald, S. & M. Rice. 2003. Consuming ancient Egypt. London: Institute of Archaeology, University College London.Google Scholar
  4. Mccarthy, S. 2002. ‘Once upon a megalithic time…’: the representation of archaeology in Irish tourism literature. Papers from the Institute of Archaeology 13: 34-50.Google Scholar
  5. Talalay, L. 2004. The past as commodity: archaeological images in modern advertising. Public Archaeology 3: 205-16.Google Scholar

Copyright information

© Springer Science+Business Media New York 2014

Authors and Affiliations

  1. 1.Department of AnthropologyUniversity of MiamiCoral GablesUSA