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Book Cover
Author Francis, Sean, 1961- author.

Title Advertising the self in Renaissance France : Lemaire, Marot, and Rabelais / Scott Francis
Published Newark : University of Delaware Press, 2019
Online access available from:
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Description 1 online resource (xiii, 267 pages)
Series The early modern exchange
Early modern exchange.
Contents The judgment of the reader in the Illustrations de Gaule et singularitez de Troye -- Lemaire's genius in the Concorde des deux langages -- "Quel bien par rime a": authorial and printerly personae in the Adolescence clementine -- "Je n'en ung festu, pourveu qu'ayons son livre": the Suite and the 1538 OEuvres -- The prophylactic prologues of Pantagruel and Gargantua -- Rabelais, doctor of Iatrosophism
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, Clément 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
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Lemaire de Belges, Jean, 1473-1524? -- Criticism and interpretation.
Marot, Clément, 1496-1544 -- Criticism and interpretation.
Rabelais, François, approximately 1490-1553 -- Criticism and interpretation
Lemaire de Belges, Jean, 1473-1524?
Marot, Clément, 1496-1544.
Rabelais, François, approximately 1490-1553?
Advertising in literature.
Advertising -- France -- History -- 16th century
French literature -- 19th century -- History and criticism.
Advertising in literature.
BUSINESS & ECONOMICS -- Advertising & Promotion.
French literature.
HISTORY / Europe / General
Genre/Form Criticism, interpretation, etc.
Form Electronic book
ISBN 1644530082