Notes Introduction 1. Declan Kiberd, Inventing Ireland: The Literature of the Modern Nation (Cambridge, MA: Harvard University Press, 1996), p. 3. 2. Gentleman’s Magazine, N. S., vol. 40 (May 1888), p. 195. 3. See p. 9 for bibliographical details. 4. Pharmaceutical Journal, vol. 12 (November 1853) p. 209. 5. For the history of Guinness, see S. R. Dennison and Oliver McDonagh, Guinness 1886–1939. From Incorporation to the Second World War (Cork: Cork University Press, 1998), Patrick Lynch and John Vaizey, Guinness’s Brewery in the Irish Econ- omy: 1759–1876 (Cambridge: Cambridge University Press, 1960), and David Alan Hughes, ‘A Bottle of Guinness Please’: The Colourful History of Bottled Guinness (London: Phimboy, 2006). 6. Hugh Oram, The Advertising Book: The History of Advertising in Ireland (Dublin: MO Books, 1986), p. 5. For modern Irish advertising see also Neil O’Boyle, ‘Address- ing Multiculturalism? Conservatism and Conformity; Access and Authenticity in Irish Advertising’, in Translocations: The Irish Migration, Race and Social Trans- formation Review, vol. 1 (2006), pp. 95–120 and the same author’s important monograph on the cultural significance of contemporary Irish advertising, New Vocabularies, Old Ideas: Culture, Irishness and the Advertising Industry (Oxford, Bern: Peter Lang, 2011). 7. Oram, The Advertising Book,p.3;p.6. 8. Kiberd, Inventing Ireland,p.3. 9. [Thomas Hood], ‘The Advertisement Literature of the Age’, New Monthly Magazine, vol. 63 (January 1843), p. 111. 10. Jean Baudrillard, The System of Objects, tr. James Benedict (London: Verso, 1996), p. 178. 11. James Joyce, Ulysses, ed. Hans Walter Gabler (New York, NY: Vintage, 1993), p. 592. 12. Garry M. Leonard, Advertising and Commodity Culture in Joyce (Gainesville, FL: University Press of Florida, 1998), p. 1. 13. Jean-Michel Rabaté, ‘Modernism and “the Plain Reader’s Rights”: Duff-Riding- Graves Re-Reading Joyce’, European Joyce Studies, vol. 14, ed. John Nash (Amsterdam and New York, NY: Rodopi, 2002), p. 32. 14. Testimony to the importance of the subject in Joyce studies is the fact that Wicke contributed an essay on ‘Joyce and Consumer Culture’ to the second edition of a standard guide to the novelist’s work, the Cambridge Companion to James Joyce (2004), edited by Derek Attridge. 15. A most welcome recent exception is Stephanie Rains’s Commodity Culture and Social Class in Dublin 1850–1916 (Dublin: Irish Academic Press, 2010). See also Rains’s ‘Here be Monsters: the Irish Industrial Exhibition of 1853 and the Growth of Dublin Department Stores’, Irish Studies Review, vol. 16 (November 2008), pp. 487–506, and Joseph McBrinn’s fine essay ‘The 1904 Feis na nGleann: Craftwork, Folk Life and National Identity’, Folk Life, vol. 45 (2007), pp. 24–39. 245 246 Notes 16. Household Words, no. 157 (26 March 1853), p. 85. 17. Books on these areas are in preparation by our colleagues in the Leverhulme Trust Major Research project ‘Consumer Culture, Advertising and Literature in Ireland 1848–1921’, Lauren Clark and Alison O’Malley-Younger. 18. John Francis Maguire, The Industrial Movement in Ireland, as Illustrated by the National Exhibition (Cork: John O’Brien, 1852), pp. 183–184. 19. Patrick Maume, D. P. Moran (Dundalk: Historical Association of Ireland, 1995), p. 13. 20. The Irish Unionist Pocket Book (Belfast and Dublin: Unionist Associations of Ireland, 1911), p. 95. 21. Paul L. Fortunato, ‘Wildean Philosophy with a Needle and Thread: Consumer Fashion at the Origins of Modernist Aesthetics’, College Literature, vol. 34 (2007), p. 39. 22. W. B. Yeats, Essays and Introductions (London and New York, NY: Macmillan, 1961), p. 526. 23. Gifford Lewis, The Yeats Sisters and the Cuala (Dublin: Irish Academic Press, 1994). 24. See p. 277, n.8.3 for bibliographical details. The most sustained examination of the specifically Irish angle of the posters used in Ireland is to be found in Nuala C. Johnson, Ireland, the Great War and the Geography of Remembrance (Cambridge: Cambridge University Press, 2003). 25. Maurice O’Connor Morris, Memini or, Reminiscences of Irish Life (London: Harrison and Sons, 1892), p. 394. Prologue – The Irish Advertising Scene from the 1850s to the 1880s 1. Irish Quarterly Review, vol. 3 (September 1853), p. 765. 2. Ibid., p. 757. 3. Ibid. 4. ‘The Irish Industrial Exhibition’, The Illustrated Magazine of Art, vol. 2 (1853), p. 135. 5. ‘And’, the writer comments, ‘through the patriotic endeavours of a single indi- vidual’ (ibid.); that is, the efforts of the railway contractor William Dargan (1799–1867) who funded much of the exhibition. 6. Irish Quarterly Review, vol. 3 (September 1853), p. 762. 7. Ibid. 8. Thomas Richards, The Commodity Culture of Victorian England: Advertising and Spectacle, 1851–1914 (Stanford, CA: Stanford University Press, 1990), p. 53. 9. Maguire, The Industrial Movement in Ireland,p.8. 10. This led advertisers to use a range of untaxed alternatives: handbills, posters, sand- wich men and so on. See John Strachan, Advertising and Satirical Culture in the Romantic Period (Cambridge: Cambridge University Press, 2007), pp. 18–24. 11. From 1797 onwards, newspaper advertisements were taxed at a flat rate of 3s per insertion regardless of length. The duty was increased in 1815 to 3s 6d and not reduced until 1833, when, after pressure from manufacturers and pressmen alike, it came down to 1s 6d. 12. Hansard’s Political Debates, third series, vol. 125 (1853), p. 124. 13. Ibid., pp. 1125–1126. Less charitably, Mr Milner also argued that removing the stamp duty, which threatened to stifle the further development of mass market and other newspapers, would also facilitate a measure of social control, most Notes 247 notably in what he considered to be the most lawless part of the kingdom, Ireland: There is one important consideration in this matter with regard to the circu- lation of newspapers, that in the places where they are freely circulated better order is maintained; and where the deficiency is most apparent, there disorder, outrage, ignorance, and lawless proceedings exist to a proportionate extent. In the country places in England, the deficiency, according to the above esti- mate, amounts to six and a half times the present supply; in the country places of Scotland, to ten times; and, in the country places in Ireland, to twenty-five times the present supply. (Ibid.) 14. T. R. Nevett, Advertising in Britain: A History (London: Heinemann on Behalf of the History of Advertising Trust, 1982), p. 67. 15. Frank Presbrey, The History and Development of Advertising (New York, NY: Doubleday, 1929), p. 90. This is not to say that throughout the whole of the nineteenth century the Irish press was not inextricably linked with advertising. That venerable organ the Freeman’s Journal began life as the Freeman’s Journal and Daily Commercial Advertiser in 1806 and the paper was not alone in foregrounding its nature as an advertising medium in its title. The Dublin Mercantile Advertiser, founded in 1818, also prospered, and outside of the capital, provincial towns and cities boasted newspapers keen for the advertising shilling, among them the Belfast Mercantile Journal and Weekly Advertiser (1807–1852; the paper then became the Mercantile Journal and Statistical Register (1852–1893)), the Clare Journal and Ennis Advertiser (1776–1917), the Cork Advertising Gazette (established 1856, before being incorporated with the Cork Herald in 1859), the Enniscorthy News and County of Wexford Advertiser (1861–1896), the Kilkenny Journal and Leinster Commercial and Literary Advertiser (1830–1922) and the Western Star and Ballinasloe Advertiser (1845-1902). 16. Dublin Advertising Gazette, 18 August 1858. 17. Ibid. 18. The Gael, 1903, p. 222. 19. Published 21 April 1858 to 31 March 1877, after which it merged with the Commercial Journal. 20. This publication, originally simply entitled the Weekly Advertiser, was, as a front- page banner proudly announced, ‘GRATIS!’ Its founding editor was John Warren, of Upper Ormond Quay, who was also a general printer as well as a publisher (he advertised this side of his business by promising ‘PROMPTITUDE and NEATNESS, with MODERATE CHARGES’). The journal featured advertisements for British as well as Irish goods; Warren employed an English agent, the memorably named Mr W. E. Life, to bring advertising in from Great Britain. Testimony to quite how high the late duty had been were Warren’s prices: the first three lines of each advertise- ment cost one shilling per insertion, with every additional line tuppence (with ‘display’ – illustrated advertisements – 1s and 6d per column inch). His principal innovation in Dublin advertising freesheets was the Weekly Advertiser’s attempt to tempt readers in by featuring a wider range of reading material alongside the paid messages. As well as its many advertisements, the paper also featured poetry, short stories and whimsy, and clippings from both English and American newspapers. 21. Journals such as the Gazette promoted their interests in boastful advertisements of their own. In a puff published in the Literary and Educational Yearbook for 1859 248 Notes (1858), the Dublin Advertising Gazette (‘Proprietors Chamney and Co., 86 Middle Abbey Street, Dublin’) described itself as ‘the best Irish medium for all kinds of Advertisements’, claiming a circulation of some 14,000. In the following year, however, it proclaimed even greater market penetration. On 25 August 1859, an excited banner in small caps for the Gazette boasted of its ‘GUARANTEED CIRCU- LATION,TWENTY FOUR THOUSAND,GRATIS!!!’