{"id":{"repo_id":"gsu","oai_identifier":"oai:digitalcommons.georgiasouthern.edu:etd-1175"},"canonical_url":"https://search.dev.ndltd.org/etd/gsu/oai:digitalcommons.georgiasouthern.edu:etd-1175","repository":{"repo_id":"gsu","name":"Georgia Southern University","base_url":"https://digitalcommons.georgiasouthern.edu/do/oai/"},"display":{"title":"All the Beef to the Heels Were in: Advertising and Plenty in Joyce's Ulysses","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. Building a substantive critical context, the thesis also presents a comparative analysis of advertising in Ulysses and a novel it directly influenced, Virginia Woolf's Mrs. Dalloway (1925).","abstract_html":"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. Building a substantive critical context, the thesis also presents a comparative analysis of advertising in Ulysses and a novel it directly influenced, Virginia Woolf's Mrs. Dalloway (1925).","abstract_has_math":false,"creators":["Ratcliff, Mindy Jo"],"institution":null,"degree_name":"Master of Arts in English (M.A.)","degree_level":"Thesis (open access)","degree_discipline":"Department of Literature and Philosophy","degree_department":null,"school":null,"contributors":["Joe Pellegrino","Rebecca Ziegler"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2009,"date_issued":"2009-12-01T08:00:00Z","date_published":"2009-12-01T08:00:00Z","updated_at":"2026-07-24T02:26:29Z","subjects":["ETD","Joyce","James","Ulysses","Ireland","Woolf","Virginia","Mrs Dalloway","Modernism","Advertising","Commercial products in literature","Advertising in literature"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://digitalcommons.georgiasouthern.edu/etd/175","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Joe Pellegrino","Rebecca Ziegler"]},{"key":"dc:creator","label":"Author","values":["Ratcliff, Mindy Jo"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2013-10-17T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Department of Literature and Philosophy"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis (open access)"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts in English (M.A.)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["ETD","Joyce","James","Ulysses","Ireland","Woolf","Virginia","Mrs Dalloway","Modernism","Advertising","Commercial products in literature","Advertising in literature"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://digitalcommons.georgiasouthern.edu/etd/175"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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. 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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. 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