LEADER 03310nam 2200481 450 001 9910793596403321 005 20230817191858.0 010 $a1-64453-008-2 035 $a(CKB)4100000007745973 035 $a(MiAaPQ)EBC5720135 035 $a(OCoLC)1088722689 035 $a(MdBmJHUP)muse73493 035 $a(MiAaPQ)EBC6663407 035 $a(Au-PeEL)EBL6663407 035 $a(OCoLC)1259594528 035 $a(EXLCZ)994100000007745973 100 $a20220601d2019 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aAdvertising the self in Renaissance France $eLemaire, Marot, and Rabelais /$fScott Francis 210 1$aNewark :$cUniversity of Delaware Press,$d2019. 215 $a1 online resource (284 pages) 225 1 $aThe Early Modern Exchange 311 $a1-64453-007-4 311 $a1-64453-006-6 320 $aIncludes bibliographical references (pages 233-256) and index. 327 $aCover 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. Cle?ment 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 ?uvres -- Part III. The Cure Is the Disease: Self-Fashioning and Charlatanism in Franc?ois 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. 330 $a[This book] explores how authors and readers are represented in printed editions of the works of three major literary figures: Jean Lemaire de Belges, Clement Marot, and Franc?ois Rabelais. Print culture is marked by an anxiety of reception that became much more pronounced with increasingly anonymous and unpredictable readerships in the sixteenth century. To allay this anxiety, authors, as well as editors and printers, turned to self-fashioning in order to sell not only their books but also particular ways of reading. They advertised correct modes of reading as transformative experiences offered by selfless authors that would help the actual reader attain the image of the ideal reader held up by the text and paratext. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising. -- Back cover. 410 0$aEarly modern exchange. 606 $aAdvertising$zFrance$xHistory$y16th century 615 0$aAdvertising$xHistory 676 $a659.10944 700 $aFrancis$b Scott$01511661 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910793596403321 996 $aAdvertising the self in Renaissance France$93745106 997 $aUNINA