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The Trojan Horse: The Growth of Commercial Sponsorship
The Trojan Horse traces the growth of commercial sponsorship in the public sphere since the 1960s, its growing importance for the arts since 1980 and its spread into areas such as education and health. The authors' central argument is that the image of sponsorship as corporate benevolence has served to routinize and legitimate the presence of commerce within the public sec ...more
Hardcover, 288 pages
Published October 10th 2013 by Bloomsbury Academic
(first published August 29th 2013)
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Oct 01, 2016 Malcolm rated it really liked it · review of another edition
It is sobering to be reminded that there is a time, not far in the past, when commercial sponsorship was a rarity (or at least attracted comment). Yet we now live in a world where it is next-to-impossible to avoid sponsorship – of the arts, of sport and increasingly of our public services. We’ve got a stage where health sector companies sponsor hospital staff and major corporations sponsor schools: in both cases there seems to be some considerable kick-back. We’ve come a long from Bob’s Pie Shop ...more