TY - BOOK ID - 86078545 TI - Advertising the self in Renaissance France : Lemaire, Marot, and Rabelais PY - 2019 SN - 1644530082 1644530066 1644530074 9781644530078 9781644530061 PB - Rutgers University Press DB - UniCat KW - French literature. KW - Advertising. KW - Advertising in literature. KW - French literature KW - Advertising KW - History and criticism. KW - History KW - Rabelais, François KW - Marot, Jean KW - Lemaire de Belges, Jean KW - Rabelais, François, KW - Marot, Clement, KW - Lemaire de Belges, Jean, KW - Criticism and interpretation. KW - 1500-1899 KW - France. KW - Ads KW - Advertisements KW - Advertising, Consumer KW - Advertising, Retail KW - Advertising, Store KW - Commercial speech KW - Consumer advertising KW - Retail advertising KW - Speech, Commercial KW - Store advertising KW - Business KW - Communication in marketing KW - Industrial publicity KW - Retail trade KW - Advertisers KW - Branding (Marketing) KW - Propaganda KW - Public relations KW - Publicity KW - Sales promotion KW - Selling KW - Bro-C'hall KW - Fa-kuo KW - Fa-lan-hsi KW - Faguo KW - Falanxi KW - Falanxi Gongheguo KW - Faransā KW - Farānsah KW - França KW - Francia (Republic) KW - Francija KW - Francja KW - Francland KW - Francuska KW - Franis KW - Franḳraykh KW - Frankreich KW - Frankrig KW - Frankrijk KW - Frankrike KW - Frankryk KW - Fransa KW - Fransa Respublikası KW - Franse KW - Franse Republiek KW - Frant︠s︡ KW - Frant︠s︡ Uls KW - Frant︠s︡ii︠a︡ KW - Frantsuzskai︠a︡ Rėspublika KW - Frantsyi︠a︡ KW - Franza KW - French Republic KW - Frencisc Cynewīse KW - Frenska republika KW - Furansu KW - Furansu Kyōwakoku KW - Gallia KW - Gallia (Republic) KW - Gallikē Dēmokratia KW - Hyãsia KW - Parancis KW - Peurancih KW - Phransiya KW - Pransiya KW - Pransya KW - Prantsusmaa KW - Pʻŭrangsŭ KW - Ranska KW - República Francesa KW - Republica Franzesa KW - Republika Francuska KW - Republiḳah ha-Tsarfatit KW - Republikang Pranses KW - République française KW - Tsarfat KW - Tsorfat KW - Γαλλική Δημοκρατία KW - Γαλλία KW - Франц KW - Франц Улс KW - Французская Рэспубліка KW - Францыя KW - Франция KW - Френска република KW - פראנקרייך KW - צרפת KW - רפובליקה הצרפתית KW - فرانسه KW - فرنسا KW - フランス KW - フランス共和国 KW - 法国 KW - 法蘭西 KW - 法蘭西共和國 KW - 프랑스 KW - France (Provisional government, 1944-1946) KW - Marot, Clément, KW - Belges, Jean Lemaire de, KW - De Belges, Jean Lemaire KW - Le Maire le Belgeois, Jehan KW - Le Maistre, Jehan KW - Lemaire de Belges, Jehan KW - Lemaire, Jean KW - Maire de Belges, Jean Le KW - Maistre, Jehan Le KW - Alcofribas, KW - Alcofribas Nasier, KW - Alcofrybas, KW - Alcofrybas Nasier, KW - Nasier, Alcofribas, KW - Rabelais, Francis, KW - Rabelais, Frants, KW - Rabelais, Franz, KW - Rable, Fransua, KW - Rampelai, Phransoua, KW - Рабле, Франсуа, KW - ראבלע, פ. KW - Рабле, Франсоа, KW - Rable, Fransoa, KW - Rable, Pʻransua, KW - Marot, Clément KW - Advertising in literature KW - History and criticism UR - https://www.unicat.be/uniCat?func=search&query=sysid:86078545 AB - [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. ER -