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Built heritage and the politics of (re) presentation
Local reactions to the appropriation of the monumental past in Sardinia
Published online by Cambridge University Press: 05 January 2009
Extract
In August 1992, the American multinational Coca Cola launched a n ew advertising campaign in Italy. The advertisement used, showed the Greek Parthenon. The commercial artist had replaced the temple's original fluted baseless columns with columns resembling the world's most famous bottle. Whereas it took the Greeks almost 180 years to launch a protest against the theft of the sculptures of the Parthenon by Lord Elgin, their reaction was now of another order. The tasteless representation infuriated the national archaeological authorities. As these were preparing to sue, Coca Cola offered its excuses to the Greek government.
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