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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2026.3
- 수록면
- 7 - 44 (38page)
- DOI
- 10.29324/jewcl.2026.3.75.7
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초록· 키워드
This article examines the narrative function of branded references in early nineteenth-century British silver fork novels and Japanese ninjōbon. Although such references recur across both genres, existing frameworks—Product Placement (PPL) and Brand Placement (BP)—fail to account for them: both presuppose either screen-based media or verifiable commercial payment, neither of which applies to nineteenth-century print. This article therefore proposes a new term, Semiotic Brand Showing (SBS), a framework drawn from semiotics and narratology. SBS treats brand names as socially loaded signs that condense knowledge about taste, class, and urban geography into instantly legible narrative cues, serving as tools of characterization, spatial anchoring, and social commentary. Brought into comparative dialogue, British silver fork fiction and Japanese ninjōbon—two bestselling genres that flourished in parallel between the mid-1820s and mid-1840s—reveal how brand-signs perform this work across distinct literary traditions. In silver fork novels, SBS turns Hoby’s boots, Day & Martin’s blacking, Rundell & Bridge and Harvey’s sauce into shorthand for dandyism, aspirational anxiety, and satire of nouveau riche imitation. In Japanese ninjōbon, contextualized by keibutsubon and Edo advertising literature, SBS works within merchant culture to calibrate degrees of iki and to reward readerly recognition through gakuya-ochi: elite ryōtei names and trend-sensitive gifts function as inside codes as well as scene-making devices. Across both traditions, branded references in early nineteenth-century bestsellers prove to be neither decorative ornament nor evidence of commercial corruption, but structurally integrated elements of popular narrative technique. By tracing their parallel use across two rapidly urbanizing and commercializing print markets in the early nineteenth century, this article repositions brand naming as a historically situated strategy central to the rise of popular fiction.
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목차
- ABSTRACT
- I. Introduction
- II. Brands on the Page: From Marketing to Meaning
- III. From Hoby’s Boots to Harvey’s Sauce: Brands in Silver Fork Fiction
- IV. From Hiraiwa to Makunouchio: Brands in Ninjō bon
- V. Conclusion
- Works Cited
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