In this Book

buy this book Buy This Book in Print
summary
Important revisions to the history of advertising and its connection to Romantic-era literature.Outstanding Academic Title, ChoiceLiterary 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.

Table of Contents

  1. Cover
  2. p. 1
  3. restricted access
    • Download PDF Download
    contents
  1. Title Page, Copyright
  2. pp. 2-5
  3. restricted access
    • Download PDF Download
    contents
  1. Contents
  2. pp. v-vi
  3. restricted access
    • Download PDF Download
    contents
  1. Acknowledgments
  2. pp. vii-viii
  3. restricted access
    • Download PDF Download
    contents
  1. Introduction: Entangled Histories
  2. pp. 1-10
  3. restricted access
    • Download PDF Download
    contents
  1. Chapter 1. Advertising in the Romantic Century
  2. pp. 11-22
  3. restricted access
    • Download PDF Download
    contents
  1. Chapter 2. The Progress of Puffery
  2. pp. 23-49
  3. restricted access
    • Download PDF Download
    contents
  1. Chapter 3. Building Brand Byron
  2. pp. 50-80
  3. restricted access
    • Download PDF Download
    contents
  1. Chapter 4. L.E.L., Bandwagon Marketing, and the Rise of Visual Culture
  2. pp. 81-117
  3. restricted access
    • Download PDF Download
    contents
  1. Chapter 5. Puffery and the “Death” of Literature in Late-Romantic Britain
  2. pp. 118-142
  3. restricted access
    • Download PDF Download
    contents
  1. Conclusion: The Art of Advertising
  2. pp. 143-150
  3. restricted access
    • Download PDF Download
    contents
  1. Notes
  2. pp. 151-166
  3. restricted access
    • Download PDF Download
    contents
  1. Bibliography
  2. pp. 167-192
  3. restricted access
    • Download PDF Download
    contents
  1. Index
  2. pp. 193-202
  3. restricted access
    • Download PDF Download
    contents

Additional Information

ISBN
9781421410715
Related ISBN
9781421409986
MARC Record
OCLC
855534562
Pages
216
Launched on MUSE
2013-10-21
Language
English
Open Access
No
Back To Top

This website uses cookies to ensure you get the best experience on our website. Without cookies your experience may not be seamless.