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Advertising the Self in Renaissance France is a study of how authors and readers are represented in printed editions of three major literary figures of the French Renaissance: Jean Lemaire de Belges, Clément Marot, and François Rabelais. Print culture is marked by an anxiety of reception that became much more pronounced with increasingly anonymous and unpredictable readerships in the sixteenth century. To allay this anxiety, authors, as well as editors and printers, turned to self-fashioning in order to sell not only their books, but also particular ways of reading. They advertised correct modes of reading as transformative experiences that helped the actual reader attain the image of the ideal reader held up by the text and paratext, experiences provided by selfless authors. Thus, authorial personae were constructed around the self-fashioning offered to readers, creating an interdependent relationship that anticipated modern advertising.

Published by University of Delaware Press. Distributed worldwide by Rutgers University Press.
 

Francois Rabelais is a difficult and often misunderstood author, whose reputation for coarse "Rabelaisian" jesting and "Gargantuan" indulgence in food, drink, and sex is highly misleading. He was in fact a committed humanist who expressed strong views on religion, good government, education, and much more through the mock-heroic adventures of his giants.

While most books about Rabelais have relatively little to say about his comedic genius, Enter Rabelais, Laughing analyzes the many sides of Rabelais's humor, focusing on why his writing was so hilariously funny to sixteenth-century readers. The author begins by discussing how the Renaissance defined laughter and situates Rabelais in a long tradition of literary laughter. Subsequent chapters examine specific contexts relevant to Gargantua and Pantagruel, beginning with the comic aspects of epic, chronicle, mock-epic, and farce, and proceeding to Renaissance and Reformation humanist satire, rhetoric, medicine, and law. All of these chapters combine information, much of it new, on the humanist message Rabelais wanted to convey to his readers, with an analysis of how he used his wit to reinforce his message.

Rarely is a writer's work treated in such illuminating detail. On a broad level, Enter Rabelais, Laughing serves as an excellent introduction to French Renaissance literature and exhibits a remarkably charming and lucid writing style, free of jargon. To Rabelais scholars in particular it offers a thorough and innovative analysis that corrects misconceptions and questions commonly held views.