Newsgroup: it.cultura.libri
Titolo: Poor Andersen!

"Danish companies are lining up to use H.C. Andersen to sell their
products. Scholars accuse foundation of abusing the famed storyteller´s
name.
H.C Andersen Wine. H.C. Andersen Beer. H.C. Andersen Perfume. Danish
consumers can hardly miss the 200-year jubilee of their beloved fairytale
author in 2005, as every imaginable kind of consumer product is launched
in his name.
The H.C. Andersen 2005 Foundation, established to raise awareness about
the jubilee in Denmark as well as abroad, says companies are queuing up to
market products under their label.
"We´re signing up new Danish companies all the time," Camilla Jensen, a
public relations project leader for the foundation told daily newspaper
Jyllands-Posten. "Firms see the enormous exposure of H.C. Andersen on the
market - also for tourists - as a chance to sell their products."
But scholars engaged with the author´s works are not as exhilarated at the
thought of H.C. Andersen umbrellas, watches and toys.
"The commercialization of Andersen isn´t a new phenomenon, but is has
escalated recently," said Johan de Mylius, leader of the Southern Danish
University´s H.C. Andersen Center. "A lot of people want a piece of the
cake. Not only do private businesses want to exploit his name, Denmark
itself is supposed to make money on it. H.C. Andersen has been turned into
a big brand or trademark which we are encouraged to use."
Mylius said this year´s big jubilee celebration focused more on exploiting
H.C. Andersen´s advertisement potential rather than celebrating the life
and work of a great author.
"The cultural aspect has been completely overshadowed by the concept of
marketing," he said. "Of course, genius will always have mercantile
effects, but putting them first is way out of line."
Lars Seeberg, secretary general of the H.C. Andersen 2005 Foundation, said
he did not agree with Mylius´ perception.
"If the only thing we did was about products, that would be bad," he said.
"But our budget is primarily aimed at artistic, cultural and educational
projects. We cooperate with the companies we want to be connected to and
have a global reach."
Seeberg said the companies helped the foundation to draw attention to the
jubilee, as well as funding a project meant to fight illiteracy in the
world.
But Mylius said commercial attempts to turn H.C. Andersen into a trademark
could damage his legacy in years to come.
"The problem is that they openly say that H.C. Andersen is a trademark,"
he said. "You wouldn´t say that about Shakespeare or Mozart. But for some
reason you are allowed to say that about Andersen. The negative effect
could be that people get so tired of hearing his name that nobody wants to
read or study his work in the future."
da
http://www.cphpost.dk/get/85967.html

name.
Ti capisco Angelini, guarda, è una vergogna. Ma che ci vuoi fare, 
business is business, the show must go on, ecc. ecc. Pensa che perfino
l'effigie del sommo sublime inimitabile nonché immortale Niccolò 
Machiavelli campeggia sulle etichette di un vino (eccellente, va 
detto), e l'eremo suo romito in cui si intratteneva in immaginifici 
conversari con gli antiqui - lui grande fra i grandi - mirabilmente 
immortalato nella celeberrima lettera al Vettori del 10 dicembre 1513,
è diventato una cantina.
http://www.gruppoitalianovini.com/machiavelli_it.htm
Ti auguro di tutto cuore che ai luoghi familiari del grande 
affabulatore danese sia risparmiata codesta onta, o tempora, o mores,
eccetera.
Ciao
Luca

 Machiavelli
Ricordo che in Israele, a Canaan, vendevano bottiglie del famoso vino delle
nozze del miracolo mentre nella regione non c'è ombra di vite:-)

 eccetera.
No, per fortuna la sua casa è diventata un museo. Dove curiosamente ho
avuto il piacere di vedere una sua sedia a dondolo che è esattamente
uguale a quella su cui di quando in quando mi dondolo io.
In fondo, qualcosa in comune lo abbiamo  :-)
cf
-- 
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