Literary Advertising and the Shaping of British Romanticism
Publication Year: 2013
Published by: The Johns Hopkins University Press
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Title Page, Copyright
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This book began in the late 1990s and has benefited, I hope, from the long ges-tation period that has followed. Much of my early thinking on the connections between literary and advertising history grew out of exchanges with Helen Coo-per, Heidi Hutner, Ira Livingston, Cliff Siskin, and Michael Sprinker. Cliff and Michael, in particular, gave crucial guidance, helping me formulate some of ...
INTRODUCTION: Entangled Histories
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In the summer of 1817 the up-and-coming Edinburgh publisher and bookseller William Blackwood pulled aside John Wilson and John Gibson Lockhart, two free-spirited, Oxford-trained attorneys who frequented his shop, and made them a proposal. The magazine he had launched in April of that year, the EdinburghMonthly, was floundering, and he hoped they would help him make it fresher, ...
CHAPTER 1 Advertising in the Romantic Century
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Of the preeminent transitional years in British literary history, none is more ap-propriately situated than 1850. Not only did this year witness the symbolic cul-mination of Romanticism in the death of Wordsworth and the posthumous pub-lication of his great Romantic epic, the fourteen-book Prelude, but it also saw the enshrinement of High Victorian poetics in the appointment of Tennyson ...
CHAPTER 2 The Progress of Puffery
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While, for all intents and purposes, the story of the twin rises of modern adver-tising and literature begins in eighteenth-century Britain, the prologue is actu-ally set several centuries earlier in the workshop of William Caxton. Just one year after Caxton made history by introducing the printing press to England, he earned a second claim to fame by recognizing that his press had the capacity not ...
CHAPTER 3 Building Brand Byron
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Four months to the day after Samuel Johnson’s death drew a curtain on the “Age of Johnson,” the Public Advertiser heralded the beginning of a new epoch in English cultural history. The 13 April 1785 issue of the London daily announced, “This is the Age of Advertising.” “Look at the London papers,” it insisted, “what is the sum total?—Ladies’ heads—masquerade dresses—giants—pigs—and patent ...
CHAPTER 4 L.E.L., Bandwagon Marketing, and the Rise of Visual Culture
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On 19 April 1827, a week to the day after George Canning was named Britain’s new prime minister, his old friend William Jerdan, a fellow Tory and the editor of the widely read Literary Gazette, wrote to offer his services to Canning’s government:Sir,—I occupy a singular position in the literary world . . . . The result is that from the highest to almost the lowest class of public writers I am of sufficient ...
CHAPTER 5 Puffery and the “Death” of Literature in Late-Romantic Britain
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In 1822 one of America’s most outspoken nationalists, James Kirke Paulding, pub-lished A Sketch of Old England, by a New England Man. Conceived as a rejoin-der to British travel narratives that routinely characterized the United States as backward and lawless, Paulding’s Sketch portrays England as a fallen titan whose industry, government, and culture are in shambles. Emblematic for Paulding of ...
CONCLUSION: The Art of Advertising
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Given the evidence ushered forth in the preceding chapters, there should be little question that British advertising was thoroughly transformed between 1750 and 1850. To be sure, promotional theories and methods have continued evolving, es-pecially with the explosion of printed media, the rise of data-driven marketing, and the dawn of electronic and digital communications. But, as we have seen, many of ...
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Page Count: 216
Illustrations: 26 b&w illus.
Publication Year: 2013