Cardiff University | Prifysgol Caerdydd ORCA
Online Research @ Cardiff 
WelshClear Cookie - decide language by browser settings

Advertising and fiction in the Pickwick Papers

Williams, Andy 2010. Advertising and fiction in the Pickwick Papers. Victorian Literature and Culture 38 (02) , pp. 319-335. 10.1017/S106015031000001X

PDF - Published Version
Download (178kB) | Preview


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).

Item Type: Article
Date Type: Publication
Status: Published
Schools: Journalism, Media and Culture
Subjects: P Language and Literature > PR English literature
Additional Information: Pdf uploaded in accordance with publisher's policy at (accessed 25/02/2014).
Publisher: Cambridge University Press
ISSN: 1060-1503
Funders: AHRC
Date of First Compliant Deposit: 30 March 2016
Last Modified: 04 Jun 2017 02:10

Citation Data

Cited 5 times in Google Scholar. View in Google Scholar

Cited 7 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item Edit Item


Downloads per month over past year

View more statistics