Purpose

The purpose of this paper is to show and critically discuss the motivations, conflicting narratives, practices and effects around the marketisation of cultural heritage. The work focusses on the exemplar case study of the ancient temple of the Athenian Parthenon, as a proto-brand, to explore ancient, medieval and modern marketing forces and practices through which various stakeholders have promoted, gifted, commercially traded, exchanged, acquired and illegally removed national cultural artefacts and historical monuments.

Design/methodology/approach

The study is based on a structured historical periodisation that covers three main eras – classical age, late antiquity and modern period – that triggered the marketisation of the ancient temple in diverse ways. First, historical research was conducted through the use of a range of secondary sources and archives. Second, observation techniques were used to study heritage marketisation practices at the New Acropolis Museum and the Parthenon in Athens and the British Museum in London. Third, visual material further facilitated the analysis.

Findings

This paper identifies multifarious institutional forces, political interests, technologies and sociocultural events that shape the commodification of history and marketisation of heritage offering a broader discussion on the evolution of early marketing practices and brands used to promote particular values, cultures and places, as well as the emergence and growth of illicit arts and antiquities markets.

Originality/value

Considering the lack of marketing research on the commercialisation of heritage, the work discloses novel insights around the use of cultural proto-brands and the formation of illegal markets and questionable arts trade practices. It, therefore, questions the ethical, socio-political, economic and aesthetic implications of the extensive marketisation of history and raises issues around the legitimate ownership, promotion and consumption of heritage.

中文翻译：

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古代文化遗产商品化：帕台农神庙的市场演变

目的

本文的目的是展示和批判性地讨论围绕文化遗产市场化的动机、相互矛盾的叙述、实践和影响。该作品侧重于以雅典帕台农神庙作为原型品牌的典型案例研究，探索古代、中世纪和现代的营销力量和实践，各种利益相关者通过这些力量和实践促进、赠予、商业交易、交换、收购和非法移走国家文物和历史古迹。

设计/方法/方法

该研究基于结构化的历史分期，涵盖三个主要时代——古典时代、古代晚期和现代时期——以多种方式引发了古代寺庙的市场化。首先，历史研究是通过使用一系列二手资料和档案进行的。其次，观察技术被​​用于研究新卫城博物馆和雅典帕台农神庙以及伦敦大英博物馆的遗产市场化实践。第三，视觉材料进一步促进了分析。

发现

本文确定了塑造历史商品化和遗产市场化的多种制度力量、政治利益、技术和社会文化事件，就用于促进特定价值、文化和地方的早期营销实践和品牌的演变进行了更广泛的讨论，以及非法艺术品和古董市场的出现和增长。

原创性/价值

考虑到缺乏对遗产商业化的营销研究，该作品揭示了围绕文化原始品牌的使用以及非法市场的形成和有问题的艺术贸易行为的新见解。因此，它质疑历史广泛市场化的伦理、社会政治、经济和美学影响，并提出了围绕遗产的合法所有权、推广和消费的问题。