Advertising the Self in Renaissance France : Lemaire, Marot, and Rabelais
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| Title: | Advertising the Self in Renaissance France : Lemaire, Marot, and Rabelais |
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| 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. |
| Authors: | Scott Francis |
| Resource Type: | eBook. |
| Subjects: | French literature--19th century--History and criticism, Advertising--France--History--16th century, Advertising in literature |
| Categories: | LITERARY CRITICISM / General, LITERARY CRITICISM / European / French, LITERARY CRITICISM / Renaissance, LITERARY CRITICISM / Modern / 17th Century |
| Database: | eBook Collection (EBSCOhost) |
| Abstract: | 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. |
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| ISBN: | 9781644530061 9781644530078 9781644530085 |
