The Art of Persuasion: Analyzing Advertising Hints in Classic Literary Works

Abstract

Aims: Current study aims to uncover hints and signals for advertising and consumption in classic literature and how these hints and signals managed to give an indication regarding the current reality of marketing and consumption patterns among individuals. Study Design: The study was descriptive design Place and Duration of Study: Study was conducted in Jordan through the academic year 2022-2023 between August 2023 and December 2023. Methodology: qualitative methodology was adopted and open-ended interviews were held with a group of professors within literature faculty of university of Jordan. Findings: Results of theme analysis indicated the appearance of numerous brands and marketing hints including consumption patterns of the society at the time of creating the novel and numerous appearance of brands which indicated that marketing at that time was based on branding and owning luxurious brands. Conclusion: Study concluded that classical literature had a contribution to shaping the current image of marketing, as marketing and many of its signals and hints appeared within classic novels and were expressed in different ways depending on the authors, their orientations, and their literary interests Significance: The current study may appear as an approach to connect between past and future of marketing from a literal perspective