http:\/\/muse.jhu.edu\/article\/605713<\/a><\/p>\nHayward begins by summarizing the development of the scholarly discourse on advertising in Ulysses<\/i>, noting that the 1993 double issue of the James Joyce Quarterly <\/i>devoted to the subject was considered by some to be the last word on the subject. Hayward declares that their goal is to reopen the topic for renewed scrutiny, with a special focus on Bloom and his role as an advertising agent. Hayward then posits that Bloom\u2019s role has often been misinterpreted by scholars, and attributes this, in part, to shoddy and broad historicization<\/p>\n
Hayward argues that while recent critics have taken Bloom\u2019s status as an adman quite seriously, Joyce\u2019s portrayal of Bloom gains a significant layer of irony when one considers Bloom\u2019s lowly position with the industry. Joyce breaks from previous writers such as Trollope and H.G. Wells, who both satirized the advertising industry, by allowing humor to emerge from Bloom\u2019s failure to participate significantly in his own business.<\/p>\n
Hayward then goes on to critique claims that Bloom\u2019s position as a canvasser is anachronistic, and that this represents the backward nature of Dublin\u2019s advertising industry relative to London. Hayward argues that this claim represents a misinterpretation or outright dismissal of extant facts, and that Dublin in fact possessed a flourish advertising industry. Hayward concludes that Bloom\u2019s seeming inability to acknowledge other parts of Dublin\u2019s advertising world is due not to the nonexistence of this world, but rather that, \u201cBloom is meant to be a very small player in the Dublin advertising industry.\u201d (657)<\/p>\n
Hayward concludes by analyzing Bloom\u2019s responsibilities in his occupation; he finds that Bloom is solely the negotiator in the case of the Keyes add, a job Bloom thoroughly botches. Hayward then brings up the fact that Blazes Boylan apparently has his own billsticking company, meaning he has a relatively significant role in Dublin\u2019s advertising industry. This point allows Hayward to finally bring his argument back to Ulysses<\/i> itself, as he concludes that, \u201cBloom\u2019s disconnection from his trade emphasizes his social alienation as a Jewish outsider in Dublin, and his material powerlessness against his \u201crival\u201d Boylan.\u201d (663)<\/p>\n
Citations and Related Sources<\/b><\/p>\n
Jennifer Wicke, Advertising Fictions: Literature, Advertisement, and Social Reading (New York:<\/p>\n
Columbia University Press, 1988), 146<\/p>\n
Jennifer Wicke, \u201cModernity Must Advertise: Aura, Desire and Decolonization in Joyce,\u201d James<\/p>\n
Joyce Quarterly 30, no. 4\u201331, no. 1 (1993): 611.<\/p>\n","protected":false},"excerpt":{"rendered":"
Hayward, M. “Bloom\u2019s Job: The Role of the Advertisement Canvasser in Joyce\u2019s Dublin.” Modernism\/modernity, vol. 22 no. 4, 2015, pp. 651-666. Related Topics Colonialism Consumerism Link to full text: http:\/\/muse.jhu.edu\/article\/605713 Hayward begins by summarizing the development of the scholarly discourse on advertising in Ulysses, noting that the 1993 double issue of the James Joyce Quarterly […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-656","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/posts\/656","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/comments?post=656"}],"version-history":[{"count":1,"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/posts\/656\/revisions"}],"predecessor-version":[{"id":657,"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/posts\/656\/revisions\/657"}],"wp:attachment":[{"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/media?parent=656"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/categories?post=656"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eriksimpson.sites.grinnell.edu\/Ulysses16\/wp-json\/wp\/v2\/tags?post=656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}