This book breaks new ground in considering the nature and function of anthologies of poetry and short stories in twentieth-century Portugal. It tackles the main theoretical issues, identifies a significant body of critical writing on the relationship between anthologies, literary history and the canon, and proposes an approach that might be designated Descriptive Anthology Studies. The author aims to achieve a full understanding of the role of anthologies in the literary polysystem. Moreover, this study considers anthologies published in Portugal in the early years of the twentieth-century, the influential figures who made them, the works they selected, and who read them. It also focuses on the principal publishing houses of the 1940s and 50s, and how their literary directors shaped public taste and promoted intercultural transfer. The author reveals tensions between conservative, nostalgic anthologies that promote an idyllic vision of rural Portugal, and collections of poems that question and challenge the status quo, whether in respect of the colonial wars or repressed female sexuality. The last part of the book explores anthology production in the period following the Revolution of 1974, observing the co-existence of traditional anthologising activity with new trends and innovations, and noting the role of women, both as anthologists and anthology items.

As European business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This volume stands alone as the first structured assessment of the impact of advertising, in terms of both culture and business across the national boundaries of Europe. It considers the successes and failures of several strategic marketing plans from across Europe, and describes stylistic and persuasive qualities of specific promotional texts. Advertisers have long been aware of the need to target specific groups of consumers and to appeal to them precisely in terms of their sense of membership to groups. Our post-industrial society is characterized by greatly altered work and leisure patterns as well as a weakening of national and communal frameworks for collective identity. Theories relating to identity not only reflect, but actively make use of such concerns. As a part of our everyday lives, the advertising considered looks at - but is not limited to - explicit inducements to buy products. Rather it considers all promotional texts designed to inform and persuade. With examples from Scandinavia to the Iberian Peninsula, the contributors also explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. As a result, the book will be of relevance not only to those concerned with marketing but to all scholars of media studies, language, cultural and gender studies.