Advertising, literature and print culture in Ireland, 1891–1922
Advertising, literature and print culture in Ireland, 1891–1922
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爱尔兰的广告、文学和印刷文化，1891 年至 1922 年
DOI：
10.1080/09670882.2013.846697
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发表时间：
2013
影响因子：
0.7
通讯作者：
S. Rains
中科院分区：
文献类型：
--
作者：
S. Rains
爱尔兰所谓的“商业文化”的历史相对来说还未被探索。在其他地方，学者们特别关注品牌、消费文化和广告在19世纪末和20世纪初的兴起，认为它们是日常生活文化的重要发展，同时也为更广泛的社会和经济历史提供了启示。相比之下，在爱尔兰，对这一时期的研究往往集中在那个时代的政治史或文艺复兴和早期现代主义的文学史上。这两种方法都没有多大兴趣去探索，比如流行文化。詹姆斯·乔伊斯（James Joyce）的例子最能说明这一点，他已成为人们观察那个时期几乎所有有关爱尔兰广告、商业和大众文化问题的棱镜。因此，尽管都柏林的商业、流行音乐或商业出版的细微细节如果在《尤利西斯》中短暂出现，就会被详尽地追踪，但乔伊斯没有提到的流行文化中许多生动而有影响力的方面却在很大程度上被忽视了。正如斯特拉坎和纳利在他们自己的研究的引言中指出的那样，乔伊斯本人认为广告是“现代生活速度”的一部分，然而，除了他自己的作品之外，广告的历史在爱尔兰基本上被忽视了。因此，要想重现19世纪90年代或10年代爱尔兰的日常生活，或者回答大量民众如何支配时间和可支配收入等基本问题，仍然特别困难。因此，看到一本以爱尔兰广告为中心的书，我感到很高兴。约翰·斯特拉坎和克莱尔·纳利的研究涵盖了爱尔兰独立前的最后三十年，并特别关注那个时期广告中明显的民族美学、内容和信息。本书首先概述了对爱尔兰生产、商业和经济独立的兴趣是19世纪后期某些版本的爱尔兰民族主义的重要组成部分，然后继续讨论爱尔兰广告的具体案例研究。这些案例研究从两份民族主义出版物——《山·范·沃赫特》和《领袖》的广告研究开始。本章描绘了作者所描述的爱尔兰广告的“绿色化”，参考了产品名称（爱尔兰语）
The history of what might be termed “commercial culture” in Ireland remains relatively unexplored. Elsewhere, scholars have paid particularly close attention to the rise of brand names, consumer culture and advertising in the late nineteenth and early twentieth centuries, seeing them as crucial developments in the culture of everyday life, as well as shedding light upon broader social and economic history. In Ireland, by contrast, study of the period tends to focus upon either the political history of the era or upon the literary history of the Revival and early modernism. Neither of these approaches has much interest in exploring, for example, popular culture. The most striking demonstration of this is the case of James Joyce, who has become the prism through which nearly all questions regarding Irish advertising, commerce and mass culture of the period are viewed. So while minute details of Dublin businesses, popular music or commercial publishing are exhaustively tracked down if they make a fleeting appearance in Ulysses, the many lively and influential aspects of popular culture not mentioned by Joyce remain largely ignored. As Strachan and Nally point out in the introduction to their own study, Joyce himself considered advertising to be part of “the velocity of modern life”, and yet aside from his own work its history remains largely ignored in Ireland. As a result, it remains peculiarly difficult to recapture the tenor of ordinary life in the Ireland of the 1890s or the 1910s, or to answer fairly basic questions about how large numbers of people spent their time and disposable income. It is therefore a pleasure to see a book which places Irish advertising at its centre. John Strachan and Claire Nally’s study covers the final thirty years before Irish independence, and places particular focus upon the appearance of overtly national aesthetics, content and messages in adverts of the period. The book begins by outlining the ways in which an interest in Irish production, commerce and economic independence was a crucial part of some versions of Irish nationalism in the later nineteenth century, and then moves on to discuss specific case studies of Irish advertising. These case studies begin with an examination of advertising in two nationalist publications–the Shan Van Vocht, and the Leader. This chapter charts what the authors describe as the “greening” of Irish advertising, with reference to product names (Hibernian