Advertising the Self in Renaissance France

Lemaire, Marot, and Rabelais

Nonfiction, History, European General
Cover of the book Advertising the Self in Renaissance France by Scott Francis, University of Delaware Press
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Author: Scott Francis ISBN: 9781644530085
Publisher: University of Delaware Press Publication: April 10, 2019
Imprint: University of Delaware Press Language: English
Author: Scott Francis
ISBN: 9781644530085
Publisher: University of Delaware Press
Publication: April 10, 2019
Imprint: University of Delaware Press
Language: English

Advertising the Self in Renaissance France explores how authors and readers are represented in printed editions of three major literary figures: 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 offered by selfless authors that would help the actual reader attain the image of the ideal reader held up by the text and paratext. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising.

Distributed for the University of Delaware Press

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Advertising the Self in Renaissance France explores how authors and readers are represented in printed editions of three major literary figures: 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 offered by selfless authors that would help the actual reader attain the image of the ideal reader held up by the text and paratext. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising.

Distributed for the University of Delaware Press

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