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Philosophical advertisements: Protre...

Stanford University.

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Philosophical advertisements: Protreptic marketing in fourth-century Greek culture.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Philosophical advertisements: Protreptic marketing in fourth-century Greek culture./
作者:	Collins, James Henderson, II.
面頁冊數:	297 p.
附註:	Adviser: Andrea Nightingale.
Contained By:	Dissertation Abstracts International68-09A.
標題:	Literature, Classical. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3281820
ISBN:	9780549243281

Philosophical advertisements: Protreptic marketing in fourth-century Greek culture.
Collins, James Henderson, II.

Philosophical advertisements: Protreptic marketing in fourth-century Greek culture. - 297 p.

Adviser: Andrea Nightingale.

Thesis (Ph.D.)--Stanford University, 2007.

This dissertation defines protreptic discourse as a dialogic and agonistic 'rhetoric of conversion'. Philosophers such as Plato, Isokrates, and Aristotle promoted specific philosophical theories and practices designed to lead people to 'convert' to the best and happiest lifestyle. This study focuses in particular on the development of philosophical schools and the rhetoric that these philosophers use to 'advertise' their discourses and lifestyles. The approach is literary---analyzing how each of these philosophers incorporates and transforms the discourse of his competitors into his own protreptic---but this discourse is also examined in the cultural context of fourth-century BCE democratic Athens with particular consideration for how these literary texts portray the introduction of their respective disciplines to potential students in the intellectual 'marketplace'. By way of a new typology of protreptic discourse, the dissertation concentrates on protreptics which explicitly discuss the marketing of philosophical practices. These protreptics advertise one brand of philosophy by comparing different philosophical protreptics to one another. I show that it is primarily through these protreptic texts that fourth-century philosophers variously construct the cultural and discursive practices of their disciplines in opposition to one another. The first half of the dissertation examines the reported and dramatized protreptic dialogue of Plato's Euthydemus and Clitophon. Through a close reading and narratological study of these dialogues, I show how Plato and his Sokrates characterize and engage with competition and critics in an effort to convert different audiences to adopt certain kinds of discourse and practice. The second half of the dissertation examines Isokrates' use of protreptic discourse and traditional aristocratic rhetoric in a variety of genres---the philosophical pamphlet ( Against the Sophists), letters to young kings (Ad Demonicum, Ad Nicoclem, Nicocles), and an autobiographical apology ( Antidosis)---to dissuade students from his competition while attracting and habituating them to practical and political models for the good life. The conclusion examines these competing 'voices' in dialogue with one another in Aristotle's multi-voiced Protrepticus. Aristotle refashions Platonic and Isokratean protreptic strategies and objectives by writing analytical treatises that incorporate and control the voices of multiple competing genres to introduce the new discipline of "theoretical philosophy".

ISBN: 9780549243281Subjects--Topical Terms:

1017779
Literature, Classical.

Philosophical advertisements: Protreptic marketing in fourth-century Greek culture.
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