Branding Oscar Wilde traces the development and perception of
Wilde's public persona and examines the impact of interpretations
of his writing. Through calculated behavior, provocative language,
and arresting dress, Wilde self-consciously created a brand
initially recognized by family and friends, then by the British
public, and ultimately by large audiences over the world. That
brand changed over the course of his public career-both in the way
Wilde projected it and in the way it was perceived. Comprehending
the fundamental elements of the Wilde brand and following its
evolution are integral to a full understanding of his art. The
study focuses on how branding established important assumptions
about Wilde and his work in his own mind and in those of his
readers, and it examines how each stage of brand development
affected the immediate responses to Wilde's writings and, as it
continued to evolve, progressively shaped our understanding of the
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