LEADER 03336oam 22005052 450 001 9910793985103321 005 20211012185155.0 010 $a90-04-41024-4 024 7 $a10.1163/9789004410244 035 $a(CKB)4100000009585712 035 $a(MiAaPQ)EBC5928390 035 $a(OCoLC)1120907181 035 $a(nllekb)BRILL9789004410244 035 $a(EXLCZ)994100000009585712 100 $a20190912d2019 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe brand of print $emarketing paratexts in the early English book trade /$fby Andie Silva 210 1$aLeiden Boston :$cBRILL,$d2020. 215 $a1 online resource (260 pages) 225 1 $aLibrary of the Written Word;$vvolume76 311 $a90-04-41023-6 320 $aIncludes bibliographical references and index. 327 $tFront Matter -- Copyright Page /$rAndie Silva -- Acknowledgements /$rAndie Silva -- List of Illustrations /$rAndie Silva -- Abbreviations /$rAndie Silva -- Transcription and Editorial Practice /$rAndie Silva -- Introduction /$rAndie Silva -- ?In Sundry Hands?: Patronage, Human Capital, and Print Agents as Tastemakers /$rAndie Silva -- ?Read, Reape, and Returne?: Emotional Branding and the Profit of Reading /$rAndie Silva -- ?Before thou begynneth to read?: Visual Consumption as Brand /$rAndie Silva -- ?An Instrument of Iron?: Commodifying Gender and Devotion with Emotional Capital in Queen Elizabeth?s A Godly Meditation of the Soul /$rAndie Silva -- ?Printed in Utopia?: Marketing Genre across a Century /$rAndie Silva -- Immaterial Labour, Mass Intellectuality, and the New Digital Agents /$rAndie Silva -- Conclusion /$rAndie Silva -- Back Matter -- Bibliography /$rAndie Silva -- Index /$rAndie Silva. 330 $aThe Brand of Print offers a comprehensive analysis of the ways printers, publishers, stationers, and booksellers designed paratexts to market printed books as cultural commodities. This study traces envoys to the reader, visual design in title pages and tables of contents, and patron dedications, illustrating how the agents of print branded their markets by crafting relationships with readers and articulating the value of their labor in an increasingly competitive trade. Applying terms from contemporary marketing theory to the study of early modern paratexts, Andie Silva encourages a consideration of how print agents' labor and agency, made visible through paratextual design, continues to influence how we read, study, and digitize early modern texts. 410 0$aLibrary of the Written Word;$vvolume76. 606 $aBook industries and trade$zEngland$xHistory$y16th century 606 $aBook industries and trade$zEngland$xHistory$y17th century 606 $aParatext$zEngland$xHistory 606 $aBooks$zEngland$xMarketing$xHistory 615 0$aBook industries and trade$xHistory 615 0$aBook industries and trade$xHistory 615 0$aParatext$xHistory. 615 0$aBooks$xMarketing$xHistory. 676 $a381.450020942 700 $aSilva$b Andie$f1984-$01424674 801 0$bNL-LeKB 801 1$bNL-LeKB 906 $aBOOK 912 $a9910793985103321 996 $aThe brand of print$93815473 997 $aUNINA