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The Brand of Print: Marketing Paratexts in the Early English Book Trade
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.
Book Details
- Publisher: Brill
- Publish Date: Nov 26th, 2019
- Pages: 260
- Language: English
- Edition: undefined - undefined
- Dimensions: 9.30in - 6.10in - 0.90in - 1.32lb
- EAN: 9789004410237
- Categories: • Europe - Renaissance• Communication Studies• Media Studies
About the Author
Andie Silva, Ph.D. (2014), Wayne State University, is Assistant Professor of English (York College, CUNY) and Digital Humanities (CUNY Graduate Center). Dr. Silva has published articles on early modern literature and digital humanities. Digital projects include the database Printed Paratexts Online.