The past as commodity: Archaeological images in modern advertising

AbstractDespite increasing scholarly interest in archaeology and popular culture, the subject of archaeology and advertising has attracted little notice. This article takes a first step towards exploring the topic by deconstructing select ‘archaeoadverts’ from popular North American magazines, published primarily during the last two decades. Particular attention is given to images of Greek, Roman and Egyptian cultures. The sample is used to address several overarching questions: What popular preconceptions about archaeology and the archaeological record do advertisers believe are most effective? What kind of ‘authority’ do modern consumers grant to antiquity? How permeable are the boundaries between past and present? And do archaeologists unwittingly collude in perpetuating some of the detrimental stereotypes projected by these advertisements?