By S. Thornton
From 1830 to 1870 ads introduced in its wake a brand new knowing of the way the topic learn and the way language operated. Sara Thornton offers a vital second in print tradition, the early acceptance of what we now name a 'virtual' global, and proposes new readings of key texts through Dickens and Balzac.
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From 1830 to 1870 ads introduced in its wake a brand new knowing of ways the topic learn and the way language operated. Sara Thornton offers a vital second in print tradition, the early reputation of what we now name a 'virtual' global, and proposes new readings of key texts via Dickens and Balzac.
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Extra info for Advertising, Subjectivity and the Nineteenth-Century Novel: Dickens, Balzac and the Language of the Walls
The Language of the Walls 39 bridges, and on perambulating vans, then exclaims that ‘our umbrellas are still left blank’, and thus are a terrain to be exploited. He facetiously suggests a system in which passers-by will be remunerated if they agree to walk through London carrying an advertising umbrella. The figures in the cartoons are reduced to legs scurrying under the umbrellas. There are no faces. If this suggests the dehumanizing aspects of text carried on the body, it is also a prediction of a commercial practice which is now quite common.
81 This path of ascription and denial is the one which the Punch cartoonist has followed and which allows him to write back by recontextualizing the slogan. The Language of the Walls 31 In a series of maxims which accompany his ‘ALTER’ model82 of interpretation, Lecercle brings together a number of concepts which are useful in our understanding of how advertising slogans are read. The first is ‘indirection’, which underlines the fact that the speaker has no mastery over her own discourse and therefore a perfect reconstruction by the hearer is impossible.
The journalist sees himself and others as being obliged to submit to an aggression of words: How will you like sitting for an hour opposite to a pleasant list of the wonderful cures by some Professor’s Ointment? Or how will ladies like being stared in the face, all the way from Brentford to the Bank, with an elaborate detail of all the diseases which Old Methusaleh’s Pill professes to be a specific for? The testimonials of these gifted gentleman are as little noted for their delicacy as for their truth, and do not form the kind of reading we should exactly prescribe to the fairer portion of the public who patronize the omnibuses ...