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Unfxpectfd Isles INTERPROMOTIONAL "SHAW": THE 1996 SHAW FESTIVAL SEASON DISCOURSE AND SIMPLETON OF UNFXPECTFD ISLES A Thesis Presented to The Faculty of Graduate Studies of The University of Guelph by JENNWER LiND FLETCHER In partial fùifhent of requirements for the degree of Magistenate of Arts May, 1997 @ Jennifer Lind Fletcher, 1997 National Library BhrmtMque nationale 1*1 ofCanada du Canada Aquisitions and Acquisitions et Bibliographie Senrices services bibliographiques 395 Wellington Street 395. nie Wellington -ON KlAON4 -ON KlAW CaMda canada The author has granted a non- L'auteur a accordé une licence non exclusive licence allowing the exclusive permettant a la National Library of Canada to Bibliothèque nationale du Canada de reproduce, loan, distri'bute or seli reproduire, prêter, distri'buer ou copies of this thesis in microform, vendre des copies de cette thèse sous paper or electronic formats. la forme de microfichelfilm, de reproduction sur papier ou sur format électronique. The author retains ownership of the L'auteur conserve la propriété du copyright in this thesis. Neither the droit d'auteur qui protège cette thése. thesis nor substantial extracts fiom it Ni la thèse ni des extraits substantiels may be printed or otherwise de celle-ci ne doivent être imprimés reproduced without the author' s ou autrement reproduits sans son permission. autorisation. ABSTRACT INTERPROMOTIONAL "SHAW": THE 1996 SHAW FESTIVAL SEASON DISCOURSE AND THE.OF.XPECEMSLES Iennifer Lind Fletcher Advisor. University of ûuelph, 1997 Ric Knowles This thesis is an investigation of the Shaw Festival promotional discourse focushg on the production of meanhg in the 1996 season production of -. -. Chapter one introduces the theoretical concepts. of interpromotionaiity, intertextuality, and cultural materalism; chapter two traces the bistoncal construction of "Shaw" at the Festival' and chapter three analyses the ways in which the 1996 promotionai material shaped and constnicted meaning in that season's production of the The promotionai materiai creates a discourse which naturalizes capitaiist principles and class systems, and reaSrms âheir hegemonic hold on Society. A reinforcement of dominant societd values occurs raîher than an exploration of the social criticism of Shaw's work. I wouId like to thank the Drama department at the University of Guelph for a wonderhl six years in both the B.A and M.A programs. I would especially like to thank Ric Knowies to whom I am deepiy indebted for his insights and his advice. TWyou Ric, for your continual encouragement and support in this and in the many projccts undertaken by the graduate students. Thank you aiso to Harry Laue and Lisbie Rae for your guidance, your generosity, and for the genuine care and respect you give students. To my classrnates, Cristiana Ziraldo, Glen McQuestion, Ahnes Hong, Scott Duschene, and Mark McAIpine, thank you for your support, your insights, and your fnendship. Thank you to the entire Drarna department for providing an incredile leaming atmsphere. Thank you to my fiiends here at Gudph and in far away places who have sent their encouragement and to my house mates, especidiy Andy, Stefinie, Kathy, and Greg for their support and fiendship. Thank you to isobei donaidson for her strength and a special thanks to Debby Pavlove for her tirne, her thougfitfiilness, and her insights. To my family, I give the deepest thanks again, for chiring this period as always, they have given their unconditiod love, and support. Thank you for always beiieving in me. Thank you for your strength. Thank you for your wisdom and inspiration- This thesis is dedicated to my Grandmothers: Jennie Kedand Ione Fietcher For their Iove, wisdom, and kindness. Table of Contents Interpromotional "Shaw": The 1996 Shaw Festival Season Discourse and IkShpbnof the Unexpeed kik Introduction.................................................................................................................... -1 Marketing "Shaw": Foundations for an Interpromotional Comrnunity............................. -9 Brands. Logos. Icoas. and Myths: The Construction of Shaw ................. .... ............ -43 Conclusion.................................................................................................................. -127 Appendix A: Examples of the Ilustrations in the 1996 Shaw Festival Sponsorship Brochure and the Shaw Festival Annual Report 1996 ................................................... 129 Appendix B: Examples of the Shaw Festival arch logo ................................................. 134 Appendk C: Examples of Adverthhg Inserts for the Shaw Fesitival House Programs .......................................................................................................... -137 Appendix D: Examples of Promotional Photographs fkom the 1996 Shaw Festival Season Brochure .......................................................................................................... 140 Appendix F: Examples of Advertisements from the 1996 Season House Programs ..................................................................................................................... -147 Works Cited ................................................................................................................ -151 iii List of Figures Fig. 1 Shaw Festival logo. Season Brochure. 1996 Shaw Festival Season. Fig. 2 Shaw Festival logo. 1990 Shaw Festival Season- Shaw Festival Archives. University of Guelph Archival Collection. Fig. 3 Shaw Festival Iogo. 1990 Season. Corporate Sponsor Brochure. Shaw FestivaI Archives. University of Guelph Archivai Collection. Fig. 4 Bell Advertisement. ll&mpkm. House Program 1996 Shaw Festival Season. n-pag- Fig. 5 Simon Bradbury. Season Brochure. 1996 Shaw Festival Season. 2-3. Fig.6 19% Shaw Festival Season Pamphlet. Shaw Festival Archives. University of Guelph Archival CoUection. 15. Fig. 7 1996 Shaw Festival Season. Brochure. 78. Fig, 8 Postcard. 1996 Shaw Festival Season. Fig. 9 Nigel Shawn Williams and Jane Johanson. 1996 Shaw Festival Season Brochure. 10-1 1. Fig. LO Sponsorship Brochure. 1996 Shaw Festival Season. n.pag. Fig. 1 1 Christophm Newton. Shaw Festival. 6.1 (1996): n-pag. Fig. 12 1995 Shaw Festival Season. Brochure. 5 1. Fig 13 Bernard Shaw, Anton Chekhov, Georges Feydeau, Bertolt Brecht, and Bruce Cowan. Calendar Hyer. 1980 Shaw Festival Season. Shaw Festival Archives. University of Guelph Archival Collection. n.pag. Fig. 14 Bernard Shaw caricature. Souvenir Program. 1982 Shaw Festival Season. Shaw Festival Archives. University of Guelph Archival Collection. npag. Fig. 15 Pggmah. Bernard Shaw. By Scott McKowen. Season Brochure. 1990 Shaw Festival Season. Shaw Festival Archives. University of Guelph Archival CoUection. Fig. 16 Bernard Shaw logo. By Scott McKowen. Greeting Card. 1990 Shaw Festival Season. n. pag. Fig. 17 Artistic Director, Chrïstopher Newton with Am Baggley. House Rogram. 1996 Shaw Festival Season. n.pag. Fig. 18 Shaw's Corner. Pamphlet. Oban Inn. 1996. Fig. 19 Niagaraen-the-Lake Tourist Guide Pamphlet. n.d. Fig. 20 Niagara Nationai Historic Sites. Pamphlet. Environment Canada. n-d. Fig. 21 Bernard Shaw. Membersbip Brochure. 1976 Shaw Festivai Season. Shaw Festival Archives. University of Guelph Archivai Collection Fig. 22 Herb Foster as Bemard Shaw. -6~- w Fesriyal. 1986 Shaw Festival Season. 1. Fig. 23 Al Kozlik as Bernard Shaw and cast of Mr. Season Brochure. 1997 Shaw Festival Season. 26-27, Fig. 24 Shaw Festival Poster. .Outside Festival Theatre. Niagara-on-the-Lake. 03 Jui 1996. Fig. 25 Book Mark. 1990 Shaw Festival Season. Shaw Festivai Archives. University of Guelph Arc hival Collection. Fig. 26 Bernard Shaw statue. Niagara-on-the-Lake. 19 Mar 1997. photo by Debby Pavlove. Fig. 27 House Program Advertising Inserts. Corporate Sponsorship Pamphlet. 1982 Shaw Festival Season. Shaw Festival Archives. University of Guelph Archival Collection. Fig. 28 House Program Advertising inserts. Corporate Sponsorship Pamphlet. 1982 Shaw Festival Season. Shaw Festival Archives. University of Guelph Archival Collection. Fig. 29 Simpsons Advertisement. 1976 Shaw Festival Season. Shaw Festival Archives. University of Guelph Archival Collection. Fig. 30 Shali We Ioin Lunchtirne Theatre House Program. 1996 Shaw Festivd Season. n-pag. Fig. 3 1 David Scburmann and Nora McLeIlan. Wdowbank Estate. Season Brochure. 1996 Shaw Festival Season. 74-75. Fig. 32 Shaw Festival Corporate Sponsor Pamphiet. 1990 Shaw FestivaI Season. Shaw Festival Archives. University of Guelph Archivai Collection. Fig. 33 Cover. Elegant Traditions. Pamphlet. 1996 Shaw Festival Season. Fig. 34 Fioira Ried, Bruce Davies and Matt Handy, and Bernard Shaw. Elegant Traditions. Pamphlet. 1996 Shaw Festival Season. npag. Fig. 38 TheHouse Program 1996 Shaw Festivai Season. n-pag. Fig. 36 "Bemard Shaw in 1936, on a trip to Hawaii." IbShphnSimDleton.House Program. 1996 Shaw Festival Season. n-pag. Fig. 35 The.House Program. 1996 Shaw Festival Season. n.pag. Fig. 39 Buick Riviera Advertisement. The House Program. 1996 Shaw Festival Season. n.pag. Fig. 37 Roger Honeywell as an Angel; Al Kozlik as Bernard Shaw, Production History; Director's Notes; Brenda Kamino as Prola; The.House Program. 1996 Shaw Festival Season. n.pag. (Due to margin requirements and copywright agreements, this figure is separaîed into two pages. In the house program the Iayout situates Prola in a gaze upward toward the Angel.) Fig. 40 Lisa Waines as Maya, Shaun Philips as Kanchin and Janet Lo as Vashti, carrying Ben Carlson as The Reverend Hammingtap.
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