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Literary Advertising and the Shaping of British Romanticism

ISBN-13: 9781421409986
Publisher: JOHNS HOPKINS UNIVERSITY PRESS
Imprint: JOHNS HOPKINS UNIVERSITY PRESS
By Nicholas Mason
Price: AUD $120.00
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Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
Local release date: 14/12/2013
Format: Hardback 216 pages Weight: 0g
Categories: Literature & literary studies [D]Literary studies: general [DSB]

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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 (17501850). In this well-written 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 publisher account books, merchant trade cards, and author letters, Mason traces the beginnings of many modern advertising methodsincluding product placement, limited-time offers, and journalistic pufferyto the British book trade during the eighteenth and nineteenth centuries. Until now, Romantic scholars have not fully recognized advertisings cultural significance or the importance of this period in the origins of modern advertising. Mason explores Lord Byrons appropriation of branding, Letitia Elizabeth Landons 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.

Acknowledgments
Introduction: Entangled Histories
1. Advertising in the Romantic Century
2. The Progress of Puffery
3. Building Brand Byron
4. L.E.L., Bandwagon Marketing, and the Rise of Visual Culture
5. Puffery and the ""Death"" of Literature in Late-Romantic Britain
Conclusion: The Art of Advertising
Notes
Bibliography
Index

""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.""

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Literary Advertising and the Shaping of British Romanticism