Advertising and Consumer Culture in Ireland, 1922-1962

BookAdvertising and Consumer Culture in Ireland, 1922-1962

Advertising and Consumer Culture in Ireland, 1922-1962

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Reappraisals in Irish History, 18


October 1st, 2022





This book explores advertising and consumer culture as key aspects of everyday life and national culture in twentieth-century Ireland. It makes a particular argument that the presence of anti-materialist rhetoric in some parts of Irish public life after Independence has obscured the existence of a lively consumer culture throughout the period, as evident in the many advertisements which supported Irish newspapers and magazines, the jingles broadcast on Irish radio, and the neon advertising signs and billboards on Irish streets. The book focuses on the development of the advertising industry itself, and the sophisticated ways in which it worked to associate consumption with national pride. It also considers the advertising of Irish homes and home appliances as an important focus of consumption, and the targeting of Irish women as the principal consumers in those homes, as well as publicity stunts and advertising in public space, and the form and style of commercial broadcasting and sponsored programming from the earliest days of Irish radio. It finishes with an examination of the opposite extremes of consumer abundance displayed in the annual Christmas advertising, as opposed to the consumer culture response to shortages during World War Two.

Author Information

Stephanie Rains is Associate Professor of Media Studies at Maynooth University.

Table of Contents

Section TitlePage
1. The Development of Irish Mass Media, Advertising and Consumer Culture
2. The Advertising Industry and the Irish Nation-State
3. Home Ownership and Consumer Culture in Ireland
4. Irish Housewives, Consumption, and Advertising
5. Advertising and Public Space in Dublin
6. Advertising and Sponsored Programming on Irish Radio
7. Christmas Abundance and War-Time Scarcities in Irish Consumer Culture