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Book Cover for: Literary Advertising and the Shaping of British Romanticism, Nicholas Mason

Literary Advertising and the Shaping of British Romanticism

Nicholas Mason

Important revisions to the history of advertising and its connection to Romantic-era literature.

Outstanding Academic Title, Choice

Literary Advertising and the Shaping of British Romanticism investigates the entwined histories of the advertising industry and the gradual commodification of literature over the course of the Romantic Century (1750-1850). In this engaging and detailed study, Nicholas Mason argues that the seemingly antagonistic arenas of marketing and literature share a common genealogy and, in many instances, even a symbiotic relationship.

Drawing from archival materials such as publishers' account books, merchants' trade cards, and authors' letters, Mason traces the beginnings of many familiar modern advertising methods--including product placement, limited-time offers, and journalistic puffery--to the British book trade during the eighteenth and nineteenth centuries. Until now, Romantic scholars have not fully recognized advertising's cultural significance or the importance of this period in the origins of modern advertising. Mason explores Lord Byron's appropriation of branding, Letitia Elizabeth Landon's experiments in visual marketing, and late-Romantic debates over advertising's claim to be a new branch of the literary arts. Mason uses the antics of Romantic-era advertising to illustrate the profound implications of commercial modernity, both in economic practices governing the book trade and, more broadly, in the development of the modern idea of literature.

Book Details

  • Publisher: Johns Hopkins University Press
  • Publish Date: Oct 1st, 2013
  • Pages: 216
  • Language: English
  • Dimensions: 9.00in - 6.00in - 0.80in - 0.95lb
  • EAN: 9781421409986
  • Categories: Publishers & Publishing IndustryEnglish, Irish, Scottish, WelshBooks & Reading

About the Author

Mason, Nicholas: - Nicholas Mason is an associate professor of English at Brigham Young University.
Praise for this book
This book substantially enriches our understanding not just of British Romanticism but also of the history of advertising . . . The book's thoroughly historical argument works within the sub-fields of print culture and material culture to reveal the intimate connections between consumer culture and literary writing . . . Mason's work performs a number of valuable services for the study of Romanticism . . . This book deserves attention.
--Robert Anderson, Review 19
Mason's Literary Advertising provides a valuable contribution to our understanding of how the Romantic literary system actually worked . . . Mason persuasivley shows how thoroughly connected art and commerce became in the period despite Romantic posturing about artistic independence.
--Daniela Garofalo, SHARP News
Literary Advertising and the Shaping of British Romanticism helpfully chronicles the rise of advertising in periodicals, highlighting its methods and subjects. . . A valuable book.
--Mischa Willett, Victorian Periodicals Review
Mason's book is a timely corrective to the outdated idea that Romantic reviewing was a practice of nonstop aggression.
--Adela Pinch, Studies in English Literature
As Nicholas Mason notes in his well-rounded study of eighteenth- and early nineteenth-century advertising history and literary culture, today's promotional culture owes a great deal to methods pioneered by key figures of the Georgian and Romantic period.
--David Finkelstein, Keats-Shelley Journal
A book that has an entire chapter on Lord Byron and 'branding'-- who would not be intrigued? . . . Highly Recommended.
--Choice
Literary Advertising effectively draws the right kind of critical attention to the multiple ways in which the trade in Romantic poetic productions both influenced and commercially exploited innovative marketing techniques that quickly became industry norms in the nineteenth century; furthermore, Mason is persuasive in his concluding arguments, supported by testimony from period writers, editors, and booksellers themselves. . .
--1650-1850: Ideas, Aesthetics and Inquiries in the Early Modern Age
Nicholas Mason's Literary Advertising and the Shaping of British Romanticism is an illuminating reminder of the importance of economics and system in the production of the literature that we have come to call Romantic.
--Studies in Romanticism