Gendering the Victorian Irish child reader as buyer
Lauren Clark (pp. 8 – 28)

“For a colleen’s complexion”: soap and the politicization of a brand personality, 1888–1916
John Philip O'Connor (pp. 29 – 55)

Outward facing: W&R Jacob & Co. biscuit labels, 1900–1939
Wendy Williams (pp. 56 – 97)

Chain store retailing in Ireland: a case study of F.W. Woolworth & Co. Ltd, 1914–2008
Barbara Walsh (pp. 98 – 115)

“The advertising problem”: an Irish solution of 1910
Colum Kenny (pp. 116 – 130)

The changing nature of advertisements in The Freeman’s Journal: a case study, 1763–1924
Mary McCarthy (pp. 131 – 158)

American influences on Irish advertising and consumerism 1900–1960: fashioning Irishwomen
Bernadette Whelan (pp. 159 – 182)