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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

Peter Odermatt
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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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Type
Discussion Article
Information
Archaeological Dialogues , Volume 3 , Issue 2 , December 1996 , pp. 95 - 119
Copyright
Copyright © The Author(s) 1996

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