"The first comprehensive study of Joyce and the advertising/commodity nexus. . . . Provides the next step in understanding Joyce--for which Joyceans worldwide are ready and waiting. And it does so eloquently and persuasively and in enormously careful detail and depth of vision. . . . I love this book; I learned from this book. . . . An up-to-date and dramatically useful inquiry into Joycean modernism."--Cheryl Herr, University of Iowa "The best book on Joyce I have read in years. . . . [Leonard] offers new insights, novel readings, and creative interpretations on every page, and all in a brilliantly funny, irreverent prose which captures the moment or the character like a Joycean epiphany."--Zack Bowen Garry Leonard looks in detail at Joyce's representation of a phenomenon that dominates the contemporary landscape: advertising. Taking readers back to its beginnings, Leonard shows that advertising was a central preoccupation of Joyce, one that helps us unravel his often difficult style. Building on the work of cultural theorists like Lacan, Foucault, Baudrillard, Irigiray, and others, Leonard examines commodity culture in Joyce's work and demonstrates the ways in which characters use (or are used by) modern advertising techniques to make their own identities more intelligible and to fill the Lacanian "permanent lack" of modern identity. The commonality of religion and advertising, the use of "kitsch" as a rhetorical device, the commodity market's exploitation of the proletariat, the role of pornography, the impact of advertising's "normative" modes of dress and behavior, and the role of the modern city as a modernist trope are all explored as aspects of Joyce's work or as pressures faced by his characters. As Leonard demonstrates, "culture" in Joyce is the product of a complex response to psychological, sociological, political, economic, and aesthetic pressures. In Joyce, advertising, as a product of that culture, serves both to reinforce the hegemonic discourse of the day and to subvert it. Excellent work has been done on aspects of commodity culture in Joyce by writers as diverse as Bonnie Kime Scott, Jennifer Wicke, and Brandon Kershner (Joyce and Popular Culture, UPF, 1996), but Leonard's is the first comprehensive study of Joyce and the advertising/commodity nexus, certain to be of equal interest to students and scholars of Joyce, modernism, and cultural studies. Garry Leonard is associate professor of English at the University of Toronto and author of Reading Dubliners Again: A Lacanian Perspective (1993).

Appearing in an era of rapid change in the printing and publishing industries, James Joyce’s Ulysses exploited and exemplified those industries to the degree that the book can be seen as a virtual museum of 1904 media. Publishing in Joyce's “Ulysses”: Newspapers, Advertising and Printing, edited by William S. Brockman, Tekla Mecsnóber and Sabrina Alonso, gathers twelve essays by Joyce scholars exploring facets of those trades that pervade the substance of the book. Essays explore the book’s incorporation of mass-market weekly magazines, contemporary advertising slogans, newspaper clippings, the “Aeolus” episode’s printing office and the varied typographic styles of successive editions of Ulysses. Placing Joyce’s work in its historical milieu, the collection offers a fresh perspective on modern print culture. Contributors are: Sabrina Alonso, Harald Beck, William S. Brockman, Elisabetta d'Erme, Judith Harrington, Matthew Hayward, Sangam MacDuff, Tekla Mecsnóber, Tamara Radak, Fritz Senn, David Spurr, Jolanta Wawrzycka.

Reading Ulysses with an eye to the cultural references embedded within it, Kershner interrogates modernism's relationship to contemporary popular culture and literature. Examples underscore Kershner's corrective to formal approaches to genre as he broadens the methodologies that are used to study it to include social and political approaches.

This thesis reconsiders James Joyce's representation of advertising and Dublin's consumer culture in Ulysses. Against earlier, generalising accounts, it applies a carefully historicising methodology to demonstrate the cultural specificity of Joyce's engagement. It does so in three ways. To begin with, it establishes that Irish consumerism did not simply follow British advances, but developed in a distinct and inflected fashion. Chapters 2 and 3 show that while Joyce incorporates all of the material characteristics of Dublin's relatively advanced consumer culture, he downplays its advertising industry, making it appear less developed in 1904 than was historically the case. Secondly, it analyses the distortions introduced by Joyce's own historical remove from the consumer culture he depicts. Chapter 4 identifies for the first time the sources of Joyce's "Advertising" notes from his so-called "Notes on Business and Commerce," and establishes that his representation of Bloom's advertising consciousness reflects advances in advertising theory that only got seriously underway in the decade between 1904, when the novel is set, and 1914, when Joyce began to write it. Finally, having analysed the material and compositional background to Joyce's portrayal of early-twentieth-century consumerism, this thesis analyses Joyce's engagement with two of its dominant ideologies. Chapter 5 concentrates on the 'Lestrygonians' and 'Ithaca' episodes to argue that Joyce lays bare the overdetermined nature of colonial consumption, depicting the naturalisation of British commodities on the Irish market, and contesting the spurious claim to disinterestedness presented by imperial consumerist discourses. Chapter 6 develops intertextual readings of the 'Nausicaa' chapter to show that Joyce's narrative is even more fully comprised of the language of female-oriented advertising than has been recognised. It argues that the chapter responds to a particular ideological complex, in which consumerist imperatives struggled with more conservative patriarchal interests. Overall, this thesis brings together historical, genetic and intertextual critical approaches to uncover the stylistic and chronological manipulations involved in Joyce's fictionalisation of early-twentieth-century Irish consumerism. It argues that Ulysses stands as both a reflection of this crucial period of socio-economic change, and a politicised response to its dominant ideological coercions.

This provocative and theoretically sophisticated book reveals how capitalism produced and sustained a culture of its own in the nineteenth and early twentieth centuries. "Richards provides a valuable account of the interaction between cultural and business development in Victorian England by focusing on the evolution of advertising. Through an examination of five case studies, ranging from how advertisers employed images of the Crystal Palace Exhibition of 1851 to their use of images of women just before WWI, he argues that the British developed a new type of culture in the mid and late-19th century--a new way of thinking and living increasingly based upon the possession of material goods, commodities. Revising the findings of some earlier scholars, Richards shows that 'cultural forms of consumerism . . . came into being well before the consumer economy did.' The 50 well-reproduced advertising images greatly enhance the value of this study." --M. Blackford, "Choice"

The first volume to collect essays from the emergent field of cultural studies that specifically address the work of James Joyce, Cultural Studies of James Joyce includes work from both well-established Joyce scholars such as Margot Norris and Cheryl Herr and by such younger writers as Tracey Teets Schwarze and Paul Saint-Amour. Topics range over the whole field of culture, from “Nipper” the Victrola dog to the statuary of Praxitiles, from the Tank Girl comics to studies of Irish schizophrenia, from the history of University College Dublin to the political ferment over choral singing at the turn of the century. The volume should be of interest to Joyceans, to students of literature and culture in the twentieth century, and especially to those interested in the interactions of different cultural levels between the nineteenth century and our own time. An introductory survey by R. Brandon Kershner discusses the rise of cultural studies and places the issue within modern debates in literary theory.

This is the first study of the cultural meanings of advertising in the Irish Revival period. John Strachan and Claire Nally shed new light on advanced nationalism in Ireland before and immediately after the Easter Rising of 1916, while also addressing how the wider politics of Ireland, from the Irish Parliamentary Party to anti-Home Rule unionism, resonated through contemporary advertising copy. The book examines the manner in which some of the key authors of the Revival, notably Oscar Wilde and W. B. Yeats, reacted to advertising and to the consumer culture around them. Illustrated with over 60 fascinating contemporary advertising images, this book addresses a diverse and intriguing range of Irish advertising: the pages of An Claidheamh Soluis under Patrick Pearse's editorship, the selling of the Ulster Volunteer Force, the advertising columns of The Lady of the House, the marketing of the sports of the Gaelic Athletic Association, the use of Irish Party politicians in First World War recruitment campaigns, the commemorative paraphernalia surrounding the centenary of the 1798 United Irishmen uprising, and the relationship of Murphy's stout with the British military, Sinn Féin and the Irish Free State.

This second edition of The Cambridge Companion to Joyce contains several revised essays, reflecting increasing emphasis on Joyce's politics, a fresh sense of the importance of his engagement with Ireland, and the changes wrought by gender studies on criticism of his work. This Companion gathers an international team of leading scholars who shed light on Joyce's work and life. The contributions are informative, stimulating and full of rich and accessible insights which will provoke thought and discussion in and out of the classroom. The Companion's reading lists and extended bibliography offer readers the necessary tools for further informed exploration of Joyce studies. This volume is designed primarily as a students' reference work (although it is organised so that it can also be read from cover to cover), and will deepen and extend the enjoyment and understanding of Joyce for the new reader.

This is the first book to explore the depth and range of Joyce's relationship with nineteenth-century figures and cultural movements.

This collection charts the vital contextual backgrounds to James Joyce's life and writing. The essays collectively show how Joyce was rooted in his times, how he is both a product and a critic of his multiple contexts, and how important he remains to the world of literature, criticism and culture.