Georgia Southern University Digital Commons@Georgia Southern Electronic Theses and Dissertations Graduate Studies, Jack N. Averitt College of Fall 2009 All the Beef to the Heels Were in: Advertising and Plenty in Joyce's Ulysses Mindy Jo Ratcliff Follow this and additional works at: https://digitalcommons.georgiasouthern.edu/etd Recommended Citation Ratcliff, Mindy Jo, "All the Beef to the Heels Were in: Advertising and Plenty in Joyce's Ulysses" (2009). Electronic Theses and Dissertations. 175. https://digitalcommons.georgiasouthern.edu/etd/175 This thesis (open access) is brought to you for free and open access by the Graduate Studies, Jack N. Averitt College of at Digital Commons@Georgia Southern. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Digital Commons@Georgia Southern. For more information, please contact
[email protected]. ―All the beef to the heels were in‖: Advertising and Plenty in Joyce‘s Ulysses by MINDY JO RATCLIFF (Under the Direction of Howard Keeley) ABSTRACT Privileging a historicist approach, this document explores the presence of consumer culture, particularly advertising, in James Joyce‘s seminal modernist novel, Ulysses (1922). It interrogates Joyce‘s awareness of how a broad upswing in Ireland‘s post-Famine economy precipitated advertising-intensive consumerism in both rural and urban Ireland. Foci include the late-nineteenth-century transition in agriculture from arable farming to cattle-growing (grazier pastoralism), which, spurring economic growth, facilitated the emergence of a ―strong farmer‖ rural bourgeoisie. The thesis considers how Ulysses inscribes and critiques that relatively affluent coterie‘s expenditures on domestic cultural tourism, as well as hygiene-related products, whose presence on the Irish scene was complicated by a British discourse on imperial cleanliness.