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The Brand of Print
Marketing Paratexts in the Early English Book Trade
Series: - Library of the Written Word, Volume: 76
- Library of the Written Word - The Handpress World, Volume: 76
Author:
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.
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.
Acknowledgements
List of Illustraions
Abbreviations
Transcription and Editorial Practice
Introduction
1 âIn Sundry Handsâ: Patronage, Human Capital, and Print Agents as Tastemakers
â1âCultural Capital and Luxury Consumption
â2ââMy Present a Bookâ
â3âQuality Control
â4âDevotion as Prestigious Brand Identity
â5âExclusive Popularity
2 âRead, Reape, and Returneâ: Emotional Branding and the Profit of Reading
â1âAffective Marketing and Labour as Capital
â2ââMy Paines and Chargesâ: Articulating the Labour of the Press
â3ââPurchase Praiseâ: Richard Jonesâs Brand Personality
3 âBefore thou begynneth to readâ: Visual Consumption as Brand
â1âThe Structure of Protestant Devotion
â2âAdam Islipâs Visual Signposting and Multimodal Designs
â3âThomas Archerâs Visual Branding Strategies
4 âAn Instrument of Ironâ: Commodifying Gender and Devotion with Emotional Capital in Queen Elizabethâs A Godly Meditation of the Soul
â1âGendered Commodities: Religious and Emotional Capital
â2âBaleâs 1548 Edition: Commodifying the Religious Experience
â3âReligious Identity and Self-Marketing: James Cancellarâs 1580 Edition
â4âReligion in the Household: Thomas Bentleyâs Monument of Matrons
â5âSeventeenth-Century Markets: The Capital of Household Devotion
5 âPrinted in Utopiaâ: Marketing Genre across a Century
â1âCultural Branding and Utopia
â2âCreating a National Brand: Abraham Vele, Thomas Creede, and Bernard Alsopâs Editions
â3âGeneric Cultural Branding
6 Immaterial Labour, Mass Intellectuality, and the New Digital Agents
â1âResearching Paratexts and Print Agents
â2âImmaterial Labour, User-Experiences, and Credit Structures
Conclusion
Bibliography
Index
List of Illustraions
Abbreviations
Transcription and Editorial Practice
Introduction
1 âIn Sundry Handsâ: Patronage, Human Capital, and Print Agents as Tastemakers
â1âCultural Capital and Luxury Consumption
â2ââMy Present a Bookâ
â3âQuality Control
â4âDevotion as Prestigious Brand Identity
â5âExclusive Popularity
2 âRead, Reape, and Returneâ: Emotional Branding and the Profit of Reading
â1âAffective Marketing and Labour as Capital
â2ââMy Paines and Chargesâ: Articulating the Labour of the Press
â3ââPurchase Praiseâ: Richard Jonesâs Brand Personality
3 âBefore thou begynneth to readâ: Visual Consumption as Brand
â1âThe Structure of Protestant Devotion
â2âAdam Islipâs Visual Signposting and Multimodal Designs
â3âThomas Archerâs Visual Branding Strategies
4 âAn Instrument of Ironâ: Commodifying Gender and Devotion with Emotional Capital in Queen Elizabethâs A Godly Meditation of the Soul
â1âGendered Commodities: Religious and Emotional Capital
â2âBaleâs 1548 Edition: Commodifying the Religious Experience
â3âReligious Identity and Self-Marketing: James Cancellarâs 1580 Edition
â4âReligion in the Household: Thomas Bentleyâs Monument of Matrons
â5âSeventeenth-Century Markets: The Capital of Household Devotion
5 âPrinted in Utopiaâ: Marketing Genre across a Century
â1âCultural Branding and Utopia
â2âCreating a National Brand: Abraham Vele, Thomas Creede, and Bernard Alsopâs Editions
â3âGeneric Cultural Branding
6 Immaterial Labour, Mass Intellectuality, and the New Digital Agents
â1âResearching Paratexts and Print Agents
â2âImmaterial Labour, User-Experiences, and Credit Structures
Conclusion
Bibliography
Index
All interested in Book History in early modern studies, and anyone concerned with marketing and advertising literature, as well as paratextual studies and print culture.