Silva

The Brand of Print

Marketing Paratexts in the Early English Book Trade

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ca. 187,50 €

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Buch. Hardcover

2019

X, 250 S.

In englischer Sprache

Brill. ISBN 9789004410237

Format (B x L): 15,5 x 23,5 cm

Gewicht: 560 g

Das Werk ist Teil der Reihe: Library of the Written Word / Library of the Written Word - The Handpress World; 76

Produktbeschreibung

The 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.