1.

Record Nr.

UNINA9910793985103321

Autore

Silva Andie <1984->

Titolo

The brand of print : marketing paratexts in the early English book trade / / by Andie Silva

Pubbl/distr/stampa

Leiden Boston : , : BRILL, , 2020

ISBN

90-04-41024-4

Descrizione fisica

1 online resource (260 pages)

Collana

Library of the Written Word; ; volume76

Disciplina

381.450020942

Soggetti

Book industries and trade - England - History - 16th century

Book industries and trade - England - History - 17th century

Paratext - England - History

Books - England - Marketing - History

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Nota di bibliografia

Includes bibliographical references and index.

Nota di contenuto

Front Matter -- Copyright Page / Andie Silva -- Acknowledgements / Andie Silva -- List of Illustrations / Andie Silva -- Abbreviations / Andie Silva -- Transcription and Editorial Practice / Andie Silva -- Introduction / Andie Silva -- “In Sundry Hands”: Patronage, Human Capital, and Print Agents as Tastemakers / Andie Silva -- “Read, Reape, and Returne”: Emotional Branding and the Profit of Reading / Andie Silva -- “Before thou begynneth to read”: Visual Consumption as Brand / Andie Silva -- “An Instrument of Iron”: Commodifying Gender and Devotion with Emotional Capital in Queen Elizabeth’s A Godly Meditation of the Soul / Andie Silva -- “Printed in Utopia”: Marketing Genre across a Century / Andie Silva -- Immaterial Labour, Mass Intellectuality, and the New Digital Agents / Andie Silva -- Conclusion / Andie Silva -- Back Matter -- Bibliography / Andie Silva -- Index / Andie Silva.

Sommario/riassunto

The Brand of Print offers a comprehensive analysis of the ways printers, publishers, stationers, and booksellers designed paratexts to market printed books as cultural commodities. This study traces envoys to the reader, visual design in title pages and tables of contents, and patron dedications, illustrating how the agents of print branded their markets by crafting relationships with readers and articulating the value of their



labor in an increasingly competitive trade. Applying terms from contemporary marketing theory to the study of early modern paratexts, Andie Silva encourages a consideration of how print agents' labor and agency, made visible through paratextual design, continues to influence how we read, study, and digitize early modern texts.