Classical and medieval rhetorical theorists had many names for the figure of thought that we call ‘personification’ or prosopopoeia. This fundamentally hybrid figure occurs at the confluence of different kinds of discourse; definitions range across a spectrum from the ‘animate abstraction’ to the ‘person introduced to speak’. The essay explores the diverse rhetorical theory behind this figure. It then discusses the hybridity of this figure, and in particular its striking capacity for multivalency, change and even disintegration (paradiastole), in medieval vernacular narrative allegory. It focuses on Langland’s Piers Plowman, with reference to the figures Clergie, Patience, Conscience, Wil, Haukyn and Piers Plowman. Finally, the essay investigates another aspect of this hybridity that might seem counter-intuitive to readers who assume that prosopopoiae/personifications should have surface or even naturalistic narrative coherence: the way that this figure of thought allows Langland repeatedly to cultivate an ambiguity about whether his prosopopoiae/personifications are lay or ordained. This telling ambiguity reflects the poet’s disengaged attitude to the institution of the church and even the priesthood.

Christianity was a growing religion in Britain from the 330s onwards, and Chapter 3 tackles the difficult question of the relationship between Christianity, Christianisation and godlings. The chapter examines the phenomenon of Christian demonisation of pagan cults, arguing that it was a more complex process than mere condemnation and suppression, which inadvertently produced the potential for the survival (and even reinvention) of some of the beings it targeted. Through comparisons with the better evidenced Christianisation of other cultures in Europe and further afield, the chapter develops an interpretative framework for the likely changes undergone by popular religion in Britain’s lengthy conversion period. The framework includes the likely ‘undemonisation’ of formerly demonised entities and the creative ‘re-personification’ of supernatural forces to account for the survival and reinvention of godlings in a Christianised society – where godlings should not be seen so much as ‘pagan survivals’ but rather as non-Christian artefacts of Christianisation.

This chapter examines how American literature has engaged with business corporations in general, and the legal fiction of corporate personhood in particular. There are few major novels about business corporations, because literary fiction has tended to concentrate on the moral dilemmas and social entanglements of individuals, rather than the more impersonal realm of economic activity. Yet the changing legal nature and increasing importance of corporations has forced some writers to rethink what it means to be human, creatively rethinking the relationship between individual and collective agency. The chapter considers three phases in the literary representation of corporations: as monster, as system, and as story. It uses as examples James Fenimore Cooper’s The Bravo (1831), Frank Norris’s The Octopus (1901), Sloan Wilson’s The Man in the Gray Flannel Suit (1955), Joseph Heller’s Catch-22 (1961), Thomas Pynchon’s Gravity’s Rainbow (1973), Richard Powers’s Gain (1998), and Joshua Ferris’s Then We Came to the End (2007).

Chapter 4 takes personification as its point of departure in the wake of Wordsworth’s well-known dismissal of it. From this perspective, Coleridge’s early conversation poems – where a tenuous reciprocity with the natural world is with difficulty achieved through the unfolding artifice of the poem – and Clare’s recreations in verse of remembered conversations with self-personifying natural things are inventive extensions of eighteenth-century methods for putting human beings into social converse with the natural world. Both, the chapter argues, are instances of what Jonathan Culler calls “projects of animation”: poems where more subtle practices of personification support a poetry that reaches out to a chattering world of non-human beings and things to make them talk not only to each other but also, at least in poetry, to us. Such tactics seemed altogether more possible, however, early in the century than toward its close – as the poetry of Swinburne’s French correspondents, Charles Baudelaire and Stéphane Mallarmé, makes clear.

This chapter treats allegory in the Posthomerica in light of late antique thinking on personification. Tracing Quintus’ deployment of the technique, it centres on the shield of Achilles, which contains the fullest personification allegory: the Mountain of Arete. Scholars have focused on the literary-philosophical aspects of this image. I argue that Quintus uses personification self-consciously as a literary device. Drawing on contemporary conceptions of personification from both the Greek and Latin traditions – rhetorical treatises, school exercises and literary works (particularly Prudentius’ Psychomachia, which applies personification full-scale into hexameter verse) –this chapter shows how the Posthomerica reflects ideas in these texts about the inherently duplicitous nature of this mode of writing. Highlighting the tensions in his allegorical configurations, Quintus reveals a sophisticated understanding of personification as a productive but problematic system of divergence and convergence between different worlds and perspectives. By so doing, he advertises limits and challenges of his own poetic creation – a text both rooted in the Homeric past and a product of its time.

The essay deploys the rhetorical trope of personification to explore the role of the Jew in the Contra Celsum, for Origen and for Celsus himself, as well as a literary figure, before considering his place within intersecting Christian and Jewish literary traditions.

Chapter 1 looks at the range of figurative language types that can be found in advertising, discusses how and why they are used creatively and reports findings from studies that have explored the relative advantages of different combinations of metaphor and metonymy. It introduces key concepts such as metaphor, hyperbole, understatement, metonymy, and illustrates how they work alone and in combination in effective advertising. The chapter then explores ways of exploiting the creative potential of figurative messaging. These include the use of personification, shock tactics, anaphoric reference, innuendo, and narrative structure. Finally, it shows how figurative language can be used effectively in advertisements to convey humour and irony.

Rhetorical education – specifically, the advent of the progymnasmata, or preliminary rhetorical exercises – taught students how to be Greek, and it appears to have been the root of many Hellenistic innovations in both art and literature. The wealthy and elite backgrounds of some Greek artists enabled them to be well educated, and their intellectualism aided their adult pursuits in oratory, teaching, and scholarship, not to mention art. Kings and courtiers, too, received Greek rhetorical educations, which allowed them to appreciate the rhetorically informed art in the courts. The courts also played a role in Hellenistic artistic production by drawing Greek artists around the ancient Mediterranean. The result of all this seems to be a standardization of Greek art that is analogous to a linguistic koine.

When the modern spectator tries to work out the imagery on the Archelaos Relief (Fig. 3.1), she quickly realizes that it thwarts a straightforward interpretation. Consisting of a lower interior scene surmounted by an upper mountainous landscape, the Archelaos Relief produces a constructed space that looks quite different from most ancient representations of the real world. The relief’s directed composition, moreover, draws the spectator’s eye up and down through its many levels, zigzag or boustrophedon fashion. And, what is more, the relief explicitly announces its rhetorical technique. For not only does it name an artist, Archelaos of Priene, it also glosses the figures in its bottom scene: personifications of abstract concepts.

Today Hellenistic art is celebrated for its innovation. To get a sense of how it differs from the Greek art of previous eras, we only need to compare two well-known artworks that are separated by centuries but united in medium: the Classical frieze from the Parthenon in Athens (Fig. 1.1) and the Hellenistic Telephos Frieze from the Great Altar at Pergamon (Fig. 1.2).

Used extensively in Homeric epic, personification is the literary device of representing any nonhuman thing in human form. Personified figures in Homer include features of the natural world, celestial phenomena, physiological states, emotions, and social values.