The Art of Advertising and Ulysses: Advertising of the Brand “Ireland” in the Image of the “Mountain Flower” Goddess and Her “Unconquered Hero”
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Abstract
Ulyssesmay be read as an artwork of advertising created by the artistJoyce, who seeks to sell the hidden beauty and the truth of IrelandtheBritish colony as spiritually sovereignto the world. The “message” ofspiritual freedom is persistently inherent in the advertising-book Ulyssesand makes the “product” of Ireland a “brand,” which renders the trans-formation of the conquered reality into an unconquered one. The ad-book, containing the brand image of Ireland as the free nation, thus,appeals not only to the Irish but to any nation with a history of coloniza-tion, as it offers the myth of nationhood with an unfettered spirit.Intertwined with Irish early history of invasions, the mythical imageof Ireland as the goddess Sovereignty allows for the assumption that theIrish goddess who seeks the rightful king of Ireland embraces theinvaders with her own free will. In fact, according to the legend, theMilesian king of Jewish-descent, the last of the ancient invaders, isregarded as the true ancestor of the Irish. But the Milesian king, embod-
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