From sales pitch to propagandistic tool, the author looks at how we adapt proverbs to change social attitudes - the original wording of proverbs changes to fit modern advertising slogans or political rhetoric and late medieval woodcuts illustrating proverbs to find their modern equivalents in political cartoons and comic strips.

This book takes an engaging look at the significance of traditional proverbs and their variation in the modern world. From sales pitch to propagandistic tool, Wolfgang Mieder looks at how we adapt proverbs to rapidly changing social attitudes ¿ the original wording of proverbs changes to fit modern advertising slogans or political rhetoric, misogynist sayings become feminist slogans, and late medieval woodcuts illustrating proverbs find their modern equivalents in political cartoons and comic strips. The book is richly illustrated and contains name, subject, and proverb indexes.