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418 letters in canada 2001 university of toronto quarterly, volume 72, number 1, winter 2002/3 anti-Ukrainian view), KhvylNovyi, Domontovych (Divchynka z vedmedykom, Doktor Serafikus; but there is little of the essential political theme in these works), Malaniuk, Stus, and Andrukhovych (Moskoviada). Ukrainian literature is more often discussed in a political context than in an aesthetic one. So it is here. There is ample reason for this imbalance. The essence of Shkandrij=s message is convincing and indisputable: Ukrainian literature is characterized through history by a consistent pattern of politicized writing that asserts cultural and political autonomy in the face of Russian presumptions and claims to the contrary. His compilation of a representative (but not exhaustive) sampling of these facts and his wellresearched and sharp delineation of the various issues and debates will prove very useful to many students of Ukrainian literary history. The theoretical and terminological flavour with which he has imbued his survey may prove less resilient. Colonial theories are certainly appropriate and helpful in examining Ukrainian literature, but their value is interpretive rather than explanatory. The birth of modern Ukrainian literature in the early nineteenth century is not a counter-discourse stimulated by imperial expansion, but a tentative and uncertain development of the same Romantic sensibility that stimulated Russian patriots of this era. The qualities of ambivalence and politicization that Shkandrij sees in his chosen texts are present throughout Ukrainian literature by virtue of its inherent cultural position on its own, Ukrainian landscape. Not every feature of Ukrainian culture is related to Russian imperial intransigence. A number of minor blemishes detract from the otherwise very solid scholarly apparatus of this volume. Among these are the primary use of translated English titles for texts that do not exist in English (Foundation and The Contemporary for Osnova and SuchasnistN), the departure from Library of Congress transliteration (Yefremov), and citations in translation with transliterated original texts relegated to the endnotes. The use of endnotes (often no more than references to a bibliography) rather than footnotes or in-text references does nothing to improve the utility of the reference system. (MAXIM TARNAWSKY) Russell Johnston. Selling Themselves: The Emergence of Canadian Advertising University of Toronto Press. viii, 356. $55.00 Russell Johnston=s book is a welcome addition to the tiny corpus of materials on the history of advertising in Canada. The Story of Advertising by admen H.E. Stephenson and Carlton McNaught, published in 1940, has been the classic work on the seminal period of the late nineteenth and early twentieth centuries. Most of the later books have tended to focus primarily on television commercials. Some of the few exceptions are E.J. Hart=s The Selling of Canada (1983), which looked at the early role of the Canadian humanities 419 university of toronto quarterly, volume 72, number 1, winter 2002/3 Pacific Railway as advertiser, William Leiss, Stephen Kline, and Sut Jhally=s Social Communication in Advertising: Persons, Products and Images of Well-Being (1997), whose fourth chapter examines the >Origins of the Consumer Culture,= and Benjamin Singer=s Advertising and Society, which provides a cursory account of the same era. Minko Sotiron=s From Politics to Profit: The Commercialization of Canadian Daily Newspapers, 1890B1920 (1997) covers this time from the perspective of the press. Quite apart from the full-length treatment of the key period in advertising , some of the strength of Selling Themselves lies in the rigour with which it attends to Canadian materials. Leiss, Kline, and Jhally and Singer, in comparison, are overly reliant on American examples and assume an identical development on this side of the border. Since much of the advertising agencies= records of marketing policies and practices were destroyed , Johnston has had to delve into annual reports, trade journals, directories, and government materials to reconstruct the past. The book is a fairly detailed examination of the rise of the Canadian advertising agency in the Victorian age, the emergence of the professional adworkers, the development of industry standards, and the integration of advertising into the market and the media. Whereas Johnston=s work primarily explores the social and intellectual world of the men who were part of the nascent advertising industry, it also studies...

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