Kushner avoids over-contemporizing her subject, affording her women agency but not more than they actually had.
Yet Timbers does contemporize the play in ways that make Shakespeare more sympathetic to a young audience's ear, without sacrificing too much of the plot.
And because "Maxwell House is a brand that's been around for a long time," Ms. McAninch says, "we want to contemporize and stay relevant, so consumers see us growing and changing with the times".
Her quotations are notable for going beyond mere one-liner mimicry or conceptual appropriation; they radically de-Europeanize and contemporize their sources, as Roy Lichtenstein did with his Pop Art versions of Matisse's "Dance," only more so.
"As we contemporized it, it allows us to put a lot of ego behind it," he adds, as when Mozart "calls himself a god" in the "I AM A DEUS" posters and tries "making his mark by defacing Beethoven," with "the wolf claws as his way of 'tagging.' " "We want to give classical music a fresh look, a new face," Mr. Shur says, in order to woo "a younger audience, a broader audience".
It contemporizes the sexual aspect of their relationships.
By the standards of Greek tragedy — which this is, adapted and intermittently contemporized by Anne Washburn — it is not Orestes' fault.
"The campaign takes what consumers know about Corona Extra — vacation in a bottle — and energizes and contemporizes it," said Jim Sabia, executive vice president of marketing for Crown Imports.
"In some ways the only way to keep the tradition alive is to contemporize it," Ms. Bracken-Singh said.
