All the Beef to the Heels Were in: Advertising and Plenty in Joyce's Ulysses

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).

Name thesis:degree_name

Master of Arts in English (M.A.)

Level thesis:degree_level

Thesis (open access)

Discipline thesis:degree_discipline

Department of Literature and Philosophy

Year dc:date.available

2009

Author dc:creator

• Ratcliff, Mindy Jo

Contributors dc:contributor

• Joe Pellegrino
• Rebecca Ziegler

• ETD
• Joyce
• James
• Ulysses
• Ireland
• Woolf
• Virginia
• Mrs Dalloway
• Modernism
• Advertising
• Commercial products in literature
• Advertising in literature

Repository record dc:identifier

https://digitalcommons.georgiasouthern.edu/etd/175

OAI identifier oai:identifier

oai:digitalcommons.georgiasouthern.edu:etd-1175