This new research monograph discusses the basis of one of Ireland's most extensive (and profitable) hoaxes: the MacCarthy Mor Affair, and the attendant scandal surrounding the selling of Irish traditional titles to otherwise sane businessmen and professionals. Murphy's research covers the origins of the old Gaelic titles in pre-Norman Ireland. Principally the title of Chief, the collapse of the Gaelic order, the survival of some chiefly titles, the Gaelic Revival and the emergence of the Office of Arms. An account is given of the Office of Chief Herald as part of the new Irish state and the courtesy recognition under Dr. MacLysaght in 1944 and years that followed. Finally the emergence of one Terrence MacCarthy of Belfast as "MacCarthy Mor, Prince of Desmond" and his initial success and final unmasking is amusingly and cogently described.