Hostname: page-component-586b7cd67f-l7hp2 Total loading time: 0 Render date: 2024-11-24T23:04:39.673Z Has data issue: false hasContentIssue false
  • English
  • Français

ADVERTISING AND FICTION IN THE PICKWICK PAPERS

Published online by Cambridge University Press:  06 May 2010

Andy Williams
Andy Williams*
Affiliation:
Cardiff University
Get access Rights & Permissions [Opens in a new window]

Extract

It is well known that many of Dickens's novels were published in monthly serial parts. Not so commonly known is that each of these monthly numbers consisted not only of Dickens's words and his illustrator's pictures but also a substantial advertising supplement. In the original serial numbers of The Pickwick Papers, the presence of advertising cannot escape notice. Before reaching the illustrations that precede the novel in each serial part, the Victorian reader would have encountered “The Pickwick Advertiser,” a paratextual supplement that consisted of page upon page of advertisements for all manner of commodities. At the end of the last chapter of the serial number were usually around ten further pages of advertising stitched in before the back cover (which was also filled with publicity material). Almost one third of the material text of Pickwick in parts consisted of advertising material (Hatton and Cleaver xiii).

Type
Research Article
Information
Victorian Literature and Culture , Volume 38 , Issue 2 , September 2010 , pp. 319 - 335
Copyright
Copyright © Cambridge University Press 2010

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

WORKS CITED

“The Auto-Biography of an Oil Bottle.” Rowland's Macassar Oil. Advertisement. “The Pickwick Advertiser.” Charles Dickens. The Pickwick Papers. London: Chapman and Hall, 1836–37. No. 3.Google Scholar
Barthes, Roland, S/Z. Trans. Miller, Richard. Oxford: Blackwell, 1990.Google Scholar
Benjamin, Walter. The Arcades Project. Trans. Eiland, Howard and McLaughlin, Kevin. Cambridge: The Belknap Press of Harvard UP, 1999.Google Scholar
Bowlby, Rachel. Just Looking: Consumer Culture in Dreiser, Gissing and Zola. New York: Methuen, 1985.Google Scholar
Byron, George Gordon. The Complete Poetical Works of Lord Byron, Ed. McGann, Jerome J.. Volume V, Don Juan. Oxford: Clarendon, 1986.CrossRefGoogle Scholar
Compound, Microscopes. Advertisement. “The Pickwick Advertiser.” Dickens, Charles. The Pickwick Papers. London: Chapman and Hall, 1836–37. No. 14.Google Scholar
Curtis, Gerard. “Dickens in the Visual Market.” Literature in the Marketplace: Nineteenth-Century British Publishing and Reading Practices. Ed. Jordan, John O. and Patten, Robert L.. Cambridge: Cambridge UP, 1995. 213–49.Google Scholar
Defoe, Daniel. Moll Flanders. Ed. Starr, G. A.. Oxford: Oxford UP, 1998.Google Scholar
Dickens, Charles. “Bill Sticking.” The Amusements of the People and Other Papers: Reports, Essays, and Reviews, 1834–51. Ed. Slater, Michael. Columbus: Ohio State UP, 1996. 339–50.Google Scholar
Dickens, Charles. The Pickwick Papers. Ed. Wormold, Mark. London: Penguin, 1999.Google Scholar
Drew, John M.L.Dickens the Journalist. Basingstoke: Palgrave, 2003.CrossRefGoogle Scholar
Feltes, N. N.Modes of Production of Victorian Novels. Chicago: Chicago UP, 1989.Google Scholar
Forster, John. The Life of Charles Dickens. Volume 1. London: J. M. Dent, 1966.Google Scholar
Hatton, Thomas, and Cleaver, Arthur H.. A Bibliography of the Periodical Works of Charles Dickens. London: Chapman and Hall, 1933.Google Scholar
Hindley, Diana and Geoffrey, . Advertising in Victorian England 1837–1901. London: Wayland, 1972.Google Scholar
How to Get a Good Dressing. Advertisement. “The Pickwick Advertiser.” Charles Dickens. The Pickwick Papers. London: Chapman and Hall, 1836–37. No. 17.Google Scholar
Lindner, Christoph. Fictions of Commodity Culture: From the Victorian to the Postmodern. Aldershot: Ashgate, 2003.Google Scholar
“Literary Announcement.” Advertisement. “The Pickwick Advertiser.” Charles Dickens. The Pickwick Papers. London: Chapman and Hall, 1836–37. No. 10.Google Scholar
Loeb, Lori Anne. Consuming Angels: Advertising and Victorian Women. New York: Oxford UP, 1994.CrossRefGoogle Scholar
“Maps of the English Counties.” Advertisement. “The Pickwick Advertiser.” Charles Dickens. The Pickwick Papers. London: Chapman and Hall, 1836–37. No. 1.Google Scholar
Marx, Karl. Capital, Volume One. The Marx-Engels Reader. Ed. Tucker, Robert C. New York: Norton, 1978. 294–438.Google Scholar
Mason, Nicholas. “Building Brand Byron: Early-nineteenth-century advertising and the marketing of Childe Harold's Pilgrimage.” Modern Language Quarterly 63 (2002): 411–40.CrossRefGoogle Scholar
McClintock, Ann. Imperial Leather: Race, Gender and Sexuality in the Colonial Contest. New York: Routledge, 1995.Google Scholar
Miller, Andrew H.Novels Behind Glass: Commodity Culture and Victorian Narrative. Cambridge: Cambridge UP, 1995.CrossRefGoogle Scholar
Miller, J. Hillis, “Sam Weller's Valentine”. Literature in The Marketplace: Nineteenth-Century British Publishing and Reading Practices. Ed. Jordan, John O. and Patten, Robert L.. Cambridge: Cambridge UP, 1995. 93–122.Google Scholar
“Minter's Patented Chairs.” Advertisement. “The Pickwick Advertiser.” Charles Dickens. The Pickwick Papers. London: Chapman and Hall, 1836–37. No. 13.Google Scholar
Patten, Robert L.Charles Dickens and His Publishers. Oxford: Clarendon, 1978.Google Scholar
“Remarks on Don Juan.” Blackwood's Edinburgh Magazine 5 (1819): 512–18.Google Scholar
Richards, Thomas. The Commodity Culture of Victorian England: Advertising and Spectacle, 1851–1914. Stanford: Stanford UP, 1990.Google Scholar
Roberts, Lewis. “Trafficking in Literary Authority: Mudie's Select Library and the Commodification of the Victorian Novel.” Victorian Literature and Culture 34 (2006): 1–25.CrossRefGoogle Scholar
Roston, Murray. Victorian Contexts: Literature and the Visual Arts. Basingstoke: Macmillan, 1996.CrossRefGoogle Scholar
Steinlight, Emily. “‘Anti-Bleak House’: Advertising and the Victorian Novel.” Narrative 14 (2006): 132–63.CrossRefGoogle Scholar
Stone, Harry. Dickens and the Invisible World: Fairy Tales, Fantasy and Novel Making. London: Macmillan, 1980.Google Scholar
Strachan, John. Introduction. Parodies of the Romantic Age: Warreniana. Ed. Strachan, John. Volume 4. London: Pickering and Chatto, 1999. vii–xl.Google Scholar
Sutherland, John. Victorian Novelists and Publishers. London: U of London, Athlone, 1976.Google Scholar
Wicke, Jennifer. Advertising Fictions: Literature, Advertisement, and Social Reading. New York: Columbia UP, 1988.Google Scholar
Williams, Raymond. “Advertising, The Magic System.” Problems in Materialism and Culture. London: Verso, 1980. 170–95.Google Scholar