CONSUMING IRELAND: LUCKY CHARMS CEREAL, IRISH SPRING SOAP AND 1-800-SHAMROCK

Abstract

This article analyses some of the most prominent and long-lasting US advertising campaigns that have engaged themes of Irishness. The trend toward using Irishness to sanitize the commodified nature of goods and services in a variety of US television commercials has accelerated dramatically at the end of the 1990s. Expanding upon the formative campaigns discussed here, corporate brands as varied as General Foods International Coffees, AT & T Long Distance Service, the cholesterol medication Zocor, Folger's Coffee, Dr Pepper soda, Platinum Mastercard and Mobil Oil have all deployed advertising that references Irishness as a mode of transformative identity, a form of ideological camouflage, an accessory discourse to ‘family values’, or a catalyst for the pleasures of white ethnic heritage. Limited in its scope, but attentive to the strategies of some of the most formative campaigns that inspired these trends, this piece seeks to indicate some of the most prominent coordinates on the expanding map of Irishness in contemporary US popular culture.