03310nam 2200481 450 991080899720332120230817191858.01-64453-008-2(CKB)4100000007745973(MiAaPQ)EBC5720135(OCoLC)1088722689(MdBmJHUP)muse73493(MiAaPQ)EBC6663407(Au-PeEL)EBL6663407(OCoLC)1259594528(EXLCZ)99410000000774597320220601d2019 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierAdvertising the self in Renaissance France Lemaire, Marot, and Rabelais /Scott FrancisNewark :University of Delaware Press,2019.1 online resource (284 pages)The Early Modern Exchange1-64453-007-4 1-64453-006-6 Includes bibliographical references (pages 233-256) and index.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.[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.Early modern exchange.AdvertisingFranceHistory16th centuryAdvertisingHistory659.10944Francis Scott1718910MiAaPQMiAaPQMiAaPQBOOK9910808997203321Advertising the self in Renaissance France4116250UNINA