Advertising the self in Renaissance France : Lemaire, Marot, and Rabelais / Scott Francis.

Format:

Book

Author/Creator:

Francis, Scott, author.

Series:

Early modern exchange.

The Early Modern Exchange

Language:

English

Subjects (All):

Advertising--France--History--16th century.

Advertising.

Marot, Clément, 1496-1544--Criticism and interpretation.

Marot, Clément.

Rabelais, François, approximately 1490-1553?--Criticism and interpretation.

Rabelais, François.

Lemaire de Belges, Jean, 1473-1524?--Criticism and interpretation.

Lemaire de Belges, Jean.

Physical Description:

1 online resource (284 pages).

Edition:

1st ed.

Place of Publication:

Rutgers University Press 2019

Newark : University of Delaware Press, 2019.

Summary:

[This book] explores how authors and readers are represented in printed editions of the works of three major literary figures: Jean Lemaire de Belges, Clement 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. -- Back cover.

Contents:

Cover Page

Title Page

Copyright

Dedication

Contents

Acknowledgments

List of Abbreviations

Author's Note

Introduction

Part I. "Ung petit tableau de mon industrie": Jean Lemaire de Belges and Gratitude for Historiography

1. The Judgment of the Reader in the Illustrations de Gaule et singularitez de Troye

2. Lemaire's Genius in the Concorde des deux langages

Part II. Clément Marot, or Proteus in Print

3. "Quel bien par rime on a": Authorial and Printerly Personae in the Adolescence clementine

4. "Je n'en donne ung festu, pourveu qu'ayons son livre": The Suite and the 1538 Œuvres

Part III. The Cure Is the Disease: Self-Fashioning and Charlatanism in François Rabelais's Prologues

5. The Prophylactic Prologues of Pantagruel and Gargantua

6. Rabelais, Doctor of Iatrosophism

Afterword: The Triumph of Advertising

Appendix: Marot Editions and Their Contents

Notes

Bibliography

Index.

Notes:

Includes bibliographical references (pages 233-256) and index.

Description based on print version record.

ISBN:

1-64453-008-2

OCLC:

1088722689