Marketing Maximilian: The Visual Ideology of a Holy Roman Emperor

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9780691130194: Marketing Maximilian: The Visual Ideology of a Holy Roman Emperor

Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority and spread their ideology. Born just decades after Gutenberg, the Holy Roman Emperor Maximilian I (1459-1519) was, Larry Silver argues, the first ruler to exploit the propaganda power of printed images and text. Marketing Maximilian explores how Maximilian used illustrations and other visual arts to shape his image, achieve what Max Weber calls "the routinization of charisma," strengthen the power of the Hapsburg dynasty, and help establish the Austro-Hungarian Empire. A fascinating study of the self-fashioning of an early modern ruler who was as much image-maker as emperor, Marketing Maximilian shows why Maximilian remains one of the most remarkable, innovative, and self-aggrandizing royal art patrons in European history.


Silver describes how Maximilian--lacking a real capital or court center, the ability to tax, and an easily manageable territory--undertook a vast and expensive visual-media campaign to forward his extravagant claims to imperial rank, noble blood, perfect virtues, and military success. To press these claims, Maximilian patronized and often personally supervised and collaborated with the best printers, craftsmen, and artists of his time (among them no less than Albrecht Dürer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument.

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From the Back Cover:

"Larry Silver, one of the foremost scholars of our generation, offers fascinating insights into Holy Roman Emperor Maximilian I, one of early modern Europe's most complex and intriguing individuals. Almost all rulers dream of glory, yet few have matched either Maximilian's delusions of greatness or, as Silver shows, his successful manipulation of media. This brilliantly researched book is much needed. There is no comparable text in any language."--Jeffrey Chipps Smith, University of Texas, Austin

About the Author:

Larry Silver is the James and Nan Farquhar Professor of Art History at the University of Pennsylvania. His books include Peasant Scenes and Landscapes, Hieronymus Bosch, Graven Images, Art in History, and The Paintings of Quinten Massys.

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Silver, Larry
Editorial: Princeton University Press (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton University Press, 2008. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería WP-9780691130194

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Larry Silver
Editorial: Princeton University Press, United States (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton University Press, United States, 2008. Hardback. Estado de conservación: New. Language: English . Brand New Book. Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority and spread their ideology. Born just decades after Gutenberg, the Holy Roman Emperor Maximilian I (1459-1519) was, Larry Silver argues, the first ruler to exploit the propaganda power of printed images and text. Marketing Maximilian explores how Maximilian used illustrations and other visual arts to shape his image, achieve what Max Weber calls the routinization of charisma, strengthen the power of the Hapsburg dynasty, and help establish the Austro-Hungarian Empire. A fascinating study of the self-fashioning of an early modern ruler who was as much image-maker as emperor, Marketing Maximilian shows why Maximilian remains one of the most remarkable, innovative, and self-aggrandizing royal art patrons in European history. Silver describes how Maximilian--lacking a real capital or court center, the ability to tax, and an easily manageable territory--undertook a vast and expensive visual-media campaign to forward his extravagant claims to imperial rank, noble blood, perfect virtues, and military success. To press these claims, Maximilian patronized and often personally supervised and collaborated with the best printers, craftsmen, and artists of his time (among them no less than Albrecht Durer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument. Nº de ref. de la librería AAH9780691130194

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Larry Silver
Editorial: Princeton University Press, United States (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
Nuevos Tapa dura Cantidad: 1
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Descripción Princeton University Press, United States, 2008. Hardback. Estado de conservación: New. Language: English . Brand New Book. Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority and spread their ideology. Born just decades after Gutenberg, the Holy Roman Emperor Maximilian I (1459-1519) was, Larry Silver argues, the first ruler to exploit the propaganda power of printed images and text. Marketing Maximilian explores how Maximilian used illustrations and other visual arts to shape his image, achieve what Max Weber calls the routinization of charisma, strengthen the power of the Hapsburg dynasty, and help establish the Austro-Hungarian Empire. A fascinating study of the self-fashioning of an early modern ruler who was as much image-maker as emperor, Marketing Maximilian shows why Maximilian remains one of the most remarkable, innovative, and self-aggrandizing royal art patrons in European history. Silver describes how Maximilian--lacking a real capital or court center, the ability to tax, and an easily manageable territory--undertook a vast and expensive visual-media campaign to forward his extravagant claims to imperial rank, noble blood, perfect virtues, and military success. To press these claims, Maximilian patronized and often personally supervised and collaborated with the best printers, craftsmen, and artists of his time (among them no less than Albrecht Durer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument. Nº de ref. de la librería AAH9780691130194

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Larry Silver
Editorial: Princeton University Press 2008-05-23, Princeton, N.J. |Woodstock (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton University Press 2008-05-23, Princeton, N.J. |Woodstock, 2008. hardback. Estado de conservación: New. Nº de ref. de la librería 9780691130194

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Editorial: Princeton University Press
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton University Press. Hardcover. Estado de conservación: New. New copy - Usually dispatched within 2 working days. Nº de ref. de la librería B9780691130194

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Larry Silver
Editorial: Princeton University Press (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton University Press, 2008. Hardcover. Estado de conservación: New. Nº de ref. de la librería SONG0691130191

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Descripción 2008. Hardback. Estado de conservación: NEW. 9780691130194 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Nº de ref. de la librería HTANDREE01145805

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SILVER, L.
Editorial: PRINCETON UNIVERSITY PRESS, LAWRENCEVILLE, NJ (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción PRINCETON UNIVERSITY PRESS, LAWRENCEVILLE, NJ, 2008. Encuadernacion original. Estado de conservación: NUEVO / NEW. SILVER, L. MARKETING MAXIMILIAN. THE VISUAL IDEOLOGY OF A HOLY ROMAN EMPEROR. LAWRENCEVILLE, NJ, 2008, xii 303 p. figuras Encuadernacion original. Nuevo. Nº de ref. de la librería 440277

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Larry Silver
Editorial: Princeton University Press, United States (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton University Press, United States, 2008. Hardback. Estado de conservación: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Long before the photo op, political rulers were manipulating visual imagery to cultivate their authority and spread their ideology. Born just decades after Gutenberg, the Holy Roman Emperor Maximilian I (1459-1519) was, Larry Silver argues, the first ruler to exploit the propaganda power of printed images and text. Marketing Maximilian explores how Maximilian used illustrations and other visual arts to shape his image, achieve what Max Weber calls the routinization of charisma, strengthen the power of the Hapsburg dynasty, and help establish the Austro-Hungarian Empire. A fascinating study of the self-fashioning of an early modern ruler who was as much image-maker as emperor, Marketing Maximilian shows why Maximilian remains one of the most remarkable, innovative, and self-aggrandizing royal art patrons in European history. Silver describes how Maximilian--lacking a real capital or court center, the ability to tax, and an easily manageable territory--undertook a vast and expensive visual-media campaign to forward his extravagant claims to imperial rank, noble blood, perfect virtues, and military success. To press these claims, Maximilian patronized and often personally supervised and collaborated with the best printers, craftsmen, and artists of his time (among them no less than Albrecht Durer) to plan and produce illustrated books, medals, heralds, armor, and an ambitious tomb monument. Nº de ref. de la librería BTE9780691130194

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Silver, Larry
Editorial: Princeton Univ Pr (2008)
ISBN 10: 0691130191 ISBN 13: 9780691130194
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Descripción Princeton Univ Pr, 2008. Hardcover. Estado de conservación: Brand New. illustrated edition. 352 pages. 10.00x8.00x0.90 inches. In Stock. Nº de ref. de la librería __0691130191

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