Title: Advertising the Self in Renaissance France: Lemaire, Marot, and Rabelais (The Early Modern Exchange) [Paperback] Francis, Scott
Publisher: University of Delaware Press
Publication Date: 2019
Language: English
ISBN 10: 1644530074
ISBN 13: 9781644530078
Binding: Paperback
Condition: As New
Weight: 15 ounces

About this title

Synopsis

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, Cl�ment Marot, and Fran�ois 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.

About the Author

Scott Francis is Assistant Professor of Romance Languages at the University of Pennsylvania.

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