100D #3 | Advertising King Albert’s Book

30 May

The latest installment in this series has been cross-posted at Oxford’s WW1C blog — you can check it out here.  An excerpt:

The ad is not so much a tantalizing description of the book as it is an exercise in propagandistic persuasion.  The emphatic declaration at the ad’s outset that the book will “help put on record for all time the true and only reason for which the Allies have drawn the sword” reads like a press release from the agency with which this blog shares its name — and may very well actually have been, given that Hall Caine had been enthusiastically involved with the Bureau from its very inception.

A great deal of rhetorical effort is expended in emphasizing the volume’s unique and international character.  It could be “the most remarkable production that has ever issued from the press” — “a book to treasure now, and to hand down to one’s children,” because “perhaps nothing of its kind will ever appear again.”  This has turned out to be somewhat true; we have many imperfect analogues to the “gift book” craze in the modern day (like celebrity telethons, perhaps, or the Live Aid concert), but not to the same extent and with the same dizzying popularity as these volumes achieved at the turn of the 20th century.  The volume was certainly quite unique in its comprehensive breadth, as we’ve already seen, but it was its international flair — and the spirit of co-operation between “civilized” nations that it promoted — that was a primary focus.

I’ll be taking a look at King Albert’s Book itself in an upcoming installment, so stay tuned (so to speak).

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: