| Advertising the Self in Renaissance France: Authorial Personae and Ideal Readers in Lemaire, Marot, and Rabelais Contributor(s): Francis, Scott (Author) |
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ISBN: 1644530066 ISBN-13: 9781644530061 Publisher: University of Delaware Press OUR PRICE: $101.92 Product Type: Hardcover - Other Formats Published: April 2019 |
| Additional Information |
| BISAC Categories: - History | Europe - General - Business & Economics | Advertising & Promotion - History | Modern - 18th Century |
| Dewey: 659.109 |
| LCCN: 2019285492 |
| Series: Early Modern Exchange |
| Physical Information: 0.75" H x 6" W x 9" (1.29 lbs) 288 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Advertising the Self in Renaissance France is a study of how authors and readers are represented in printed editions of three major literary figures of the French Renaissance: Jean Lemaire de Belges, Clément Marot, and François Rabelais. Print culture is marked by an anxiety of reception that became much more pronounced with increasingly anonymous and unpredictable readerships in the sixteenth century. To allay this anxiety, authors, as well as editors and printers, turned to self-fashioning in order to sell not only their books, but also particular ways of reading. They advertised correct modes of reading as transformative experiences that helped the actual reader attain the image of the ideal reader held up by the text and paratext, experiences provided by selfless authors. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising. Published by University of Delaware Press. Distributed worldwide by Rutgers University Press. |