Anti-Bleak House”: Advertising and the Victorian Novel Steinlight, Emily
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“Anti-Bleak House”: Advertising and the Victorian Novel Steinlight, Emily. Narrative, Volume 14, Number 2, May 2006, pp. 132-162 (Article) Published by The Ohio State University Press DOI: 10.1353/nar.2006.0007 For additional information about this article http://muse.jhu.edu/journals/nar/summary/v014/14.2steinlight.html Access Provided by City University of New York at 01/31/12 12:45AM GMT Emily Steinlight “ANTI-BLEAK HOUSE”: Advertising and the Victorian Novel INTRODUCTION Allow me to begin by deferring all questions concerning the value of the archive, the uses and abuses of historical materialism, and problems of method in general; these questions will return, no doubt, but for now I would like to posit, pro- visionally, a contemporary reader—a naïve reader: myself, for example. This naïve reader, let us say, wanders into a special collections library and sees for the first time something that many other (less naïve) readers have undoubtedly seen over the past century and a half: a copy of the first edition of a well-known Victorian serial novel. She had probably read somewhere or other that this novel, like so many of the most famous Victorian novels, was originally published in parts—but perhaps this fact never struck her as particularly significant. Upon opening to the first printed page, however, our reader is startled to note something she had not read: the text of the novel is preceded by pages upon pages of advertisements. Not being a Victorian her- self, she is unlikely to turn past these ads as she might turn past a page of ads in a contemporary magazine; like messages addressed to someone other than the reader, the ads present at once an obstacle to reading and an inducement to read on, or to read differently. Poring over the advertising section, she is overtaken with the odd sense she had somehow misunderstood what this novel was—maybe even to the point of beginning to suspect that the entire category of the novel might require some reevaluation. But now I am getting ahead of myself. For the time being, let us leave this reader at the library and proceed without her. I have framed a certain kind of conventional narrative that is limited in its uses for a reading, much less a theory, of the novel. Such narratives of discovery are often freighted with strange and conflicting notions about the value of objects and our own Emily Steinlight is a Ph.D. candidate in English at Brown University. Her current research focuses on periodicals, print media, and the 19th-century novel. NARRATIVE, Vol. 14, No. 2 (May 2006) Copyright 2006 by The Ohio State University Advertising and the Victorian Novel 133 interpretive authority as subjects. (I would not want, for instance, to insist upon the “radical alterity” of a musty page of print—much less to unearth something called “the real.”) Yet, if this particular archival reverie extends beyond the problem of his- toricizing the reader, or of positing a reading subject at all, it might offer a prelimi- nary means of framing another task: that of rethinking not only the Victorian novel’s relationship to the mass culture of industrial production from which it emerges, but also its discursive, formal and material interdependence with the modern system of print advertising. This system may prove critically important to the novel as an insti- tution. In order to offer any speculation at all on the institutions of the Victorian novel, however, I think we are bound to begin with one particular institution by the name of Charles Dickens. In what follows, I will draw upon the example Dickens’s serial writing—focusing particularly on Bleak House and its “Advertiser” as a sort of case study—so as to examine the relation between advertising discourse and the Vic- torian serial novel. I will offer readings of this material that point beyond the specific literary and commercial texts in question, ultimately with a view to the broader the- oretical implications of advertising on reading, authorship, and the study of the novel. THE SERIAL NOVEL AND THE DICKENS ADVERTISER First, a brief history: In April of 1836, Chapman and Hall began releasing seri- alized monthly installments of The Posthumous Papers of the Pickwick Club. Though the author—whose previous work was signed only “Boz”—was known mainly for his newspaper journalism1 and short “sketches” for the Morning Chroni- cle and other papers, the demand for his first novel (if we can call it that) quickly grew to tremendous proportions. By the time of Queen Victoria’s coronation in 1837, the Pickwick Papers were selling up to 40,000 copies a month—quite possibly, at that time, the best-selling new work of fiction in literary history (Law 14, Feltes 2). Only two years after the first issue of Pickwick went to press, Dickens was at work on his third novel, Nicholas Nickleby, which entered publication in April of 1838— even before his second, Oliver Twist, was complete. By this point in his career, he was already far and away the most popular and best-known writer in England.2 While Dickens was not the first novelist to publish in parts, he was very likely the most commercially successful in this print medium—indeed, so much so that throughout the years of its publication, the most recently published part of his latest novel would often be available at newsstands, for the price of one shilling, alongside the daily newspapers and magazines. The 1840s saw a proliferation of hopeful imi- tators eager to profit from the serial form, but the ones who enjoyed the largest suc- cess were generally those of established reputation, and Dickens outdistanced them all in sales and celebrity.3 He released all fifteen of his novels in serialized form—six in weekly or monthly magazine serials and nine in monthly numbers. By the early 1850s, after the staggering success of his eighth novel, David Copperfield, Dickens had become a national literary icon; the author’s name was, as his aptly named jour- nal would have it, a “household word.” 134 Emily Steinlight In March of 1852, Bradbury & Evans began publishing Bleak House in nine- teen monthly installments, or “numbers,” concluding in September of 1853. Each of these numbers was printed separately in a short, unbound volume in paper covers, with illustrations by Hablôt Knight Browne preceding the text. Each four-chapter in- stallment of the novel, consisting of thirty-two pages of uninterrupted text, is also preceded by an advertising section that constitutes just less than half of the entire volume. A large percentage of the ads are publishers’ notices for a simply enormous quantity of recent or forthcoming books (including a clothbound Dickens anthology known as the “Cheap Edition,” as well as Dickens’s Child’s History of England). Not surprisingly, many of these are novels—some long forgotten and virtually impossi- ble to find today, alongside other major novels by the author and his best-known con- temporaries, including Thackeray, Trollope, Gaskell, and Bulwer-Lytton. Also advertised are several major American novels, including Hawthorne’s Blithedale Ro- mance and an upcoming serial edition of Uncle Tom’s Cabin. The publishers’ pages also offer an astonishingly diverse assortment of new and forthcoming non-fiction books, ranging in subject from Thomas Carlyle’s Life of John Sterling, to Edward P. Thompson (the naturalist)’s Passion of Animals and a Sketch of the History of Monkeys, as well as botanists’ studies of plant life in India and China, and various ethnographic studies of Mexico, Peru, Canada, Russia, Egypt and elsewhere. There are accounts of Arctic explorations, a Narrative of a Mission to Central Africa, a memoir entitled Settlers and Convicts; or, Recollections of Sixteen Years Labour in the Backwoods of Australia (whose author is listed only as “an emi- grant mechanic”), and a rather different fictional memoir entitled Confessions of an Etonian. Also featured are various philosophical studies and a wide array of religious pamphlets and publications, including Fourteen Sermons on the Resurrection, Atheism Considered Theologically and Politically, and Jeremy Taylor’s Rules and Exercises of Holy Dying. There is a large selection of historical and contemporary biography, a considerable number of writings on the emergence of the steam engine, various treatises and personal reflections on labor, and numerous volumes of ancient and modern history. There are also numerous fiction and poetry anthologies, including a collection of Ballads for the Times and a volume of Specimens of Old In- dian Poetry. Several ads announce a series of “Indestructible Books for Children” and list multiple other children’s titles, including The Doll and Her Friends; The Mine; or, Subterranean Wonders: an Account of the Operations of the Miner, and the Products of his Labour; and The Life and Perambulations of a Mouse. There are also illustrated books intended for adults; the first serial number of Master Humphrey’s Clock (in which The Old Curiosity Shop began publication as one of the “Personal Adventures of Master Humphrey”)4 includes a large ad for a series called Heads of the People: being Picture of the English. These books consist of a number of etchings, accompanied by “Literary Descriptions” (from writers including Thack- eray, Leigh Hunt, Captain Glascock, an unnamed MP, and others), representing “British Faces and British Manners—British Virtues and British Vices—British Lib- erality and British Prejudice . delineated with the pencil and the pen of truth” and, the publishers claim, “destined to become a part of the country’s literature” because they offer “Pictures of HUMAN LIFE; not dreamt of by the fashionable novelmonger Advertising and the Victorian Novel 135 .