Literary Advertising and the Shaping of British Romanticism by Nicholas Mason (E

The Nile on eBay   Literary Advertising and the Shaping of British Romanticism by Nicholas Mason

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.

FORMATHardcover LANGUAGEEnglish CONDITIONBrand New Publisher Description

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.

Author Biography

Nicholas Mason is an associate professor of English at Brigham Young University.

Table of Contents

AcknowledgmentsIntroduction: Entangled Histories1. Advertising in the Romantic Century2. The Progress of Puffery3. Building Brand Byron4. L.E.L., Bandwagon Marketing, and the Rise of Visual Culture5. Puffery and the "Death" of Literature in Late-Romantic BritainConclusion: The Art of AdvertisingNotesBibliographyIndex

Review

A book that has an entire chapter on Lord Byron and 'branding'-who would not be intrigued?... Highly Recommended. Choice 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

Promotional

A well-written, thoroughly researched, and impressively argued project. Mason has produced a timely and important addition that will do a great deal to clarify and enrich an already energetic set of debates. This book will become required reading for anyone interested in the rich connections between advertising, cultures of modernity, and Romantic literature. -- Paul Keen, Carleton University

Long Description

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.

Review Text

""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.""

Review Quote

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.

Promotional "Headline"

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

Details ISBN1421409984 Author Nicholas Mason Pages 216 Audience Age 17 Publisher Johns Hopkins University Press Year 2013 ISBN-10 1421409984 ISBN-13 9781421409986 Format Hardcover Imprint Johns Hopkins University Press Place of Publication Baltimore, MD Country of Publication United States DEWEY 070.50941090 Short Title LITERARY ADVERTISING & THE SHA Language English Media Book Illustrations 26 Illustrations, black and white Publication Date 2013-11-26 NZ Release Date 2013-11-26 US Release Date 2013-11-26 UK Release Date 2013-11-26 Alternative 9781421410715 Audience Professional & Vocational AU Release Date 2013-10-14 We've got this

At The Nile, if you're looking for it, we've got it.With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love!

TheNile_Item_ID:137273445;