000			02081cam a2200289zu 4500
001			88882339
003			FRCYB88882339
005			20250107162846.0
006			m o d
007			cr un
008			250107s2020 fr | o|||||0|0|||eng d
020			_a9781789973457
035			_aFRCYB88882339
040			_aFR-PaCSA _ben _c _erda
100	1		_aMaher, Eamon
245	0	1	_aAdvertising the Black Stuff in Ireland 1959-1999 _bIncrements of change _c['Maher, Eamon', 'Medcalf, Patricia']
264		1	_bPeter Lang _c2020
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aMaher, Eamon
700	0		_aMedcalf, Patricia
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/88882339 _qtext/html _a
520			_a1959 to 1999 was a pivotal time in the Republic of Ireland's short history. This book's journey commences in 1959 when the country had just taken its first steps on the road to internationalization. It concludes 40 years later in 1999, by which time Ireland had metamorphosed into one of the most globalized countries in the world. Inevitably, many of the country's cultural and societal norms were challenged. The author charts many of the changes that occurred over the course of those years by piecing together a large number of the ads held in the Guinness Archive. Just as Irishness, cultural specificity and the provenance of Guinness formed an integral part of these ads, so too did the growing prevalence of international cultural tropes. The book seeks to interrogate the following: the influence of the Guinness brand's provenance on advertising campaigns aimed at consumers living in Ireland; the evolution of cultural signs used in Guinness's advertising campaigns aimed at consumers in Ireland between 1959 and 1999; the extent to which Ireland's social and economic history might be recounted through the lens of Guinness's ads; the extent to which Guinness's advertising might have influenced Irish culture and society.
999			_c43996 _d43996