This essay explores Brian O'Nolan's archives and correspondence at the Special Collections and Research Center of Southern Illinois University Carbondale’s Morris Library to cast light on a seldom noted part of the author's output - his attempt to position his Myles na gCopaleen persona as an advertising brand. As Amy Nejezchleb demonstrates in detail, O'Nolan's advertisements and marketing strategies for the Irish Hospital Sweepstakes, as well as other suggestive marketing ploys for Guinness & Co. and other agencies, which date from after he left the civil service and began to write full-time, hint at how O’Nolan sought to shape public thinking while offering his talents for pay.
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Keywords: Advertising, Correspondence, Archive, Myles na gCopaleen, Brian O'Nolan
How to Cite: Amy Nejezchleb, 'The Myles Brand Franchise,' The Parish Review: Journal of Flann O'Brien Studies 1, no. 2 (Winter 2013): 42-47. Available at: https://doi.org/10.16995/pr.2913.