Marketing Maximilian : : The Visual Ideology of a Holy Roman Emperor / / Larry Silver.

• Superior document: Title is part of eBook package: De Gruyter Princeton University Press eBook-Package Backlist 2000-2013
• VerfasserIn: Silver, Larry,
• Place / Publishing House: Princeton, NJ : : Princeton University Press, , [2022]; ©2008
• Year of Publication: 2022
• Language: English
• Physical Description: 1 online resource (320 p.) :; 100 halftones.
• Other title: Frontmatter --; Contents --; Preface --; 1 Introduction: Maximilian’s Artworlds --; 2 Family Ties: Genealogy as Ideology for Emperor Maximilian I --; 3 Translation of Empire --; 4 Caesar Divus: Leader of Christendom --; 5 Shining Armor: Emperor Maximilian, Chivalry, and War --; 6 Magnificence and Dignity: Princely Pastimes --; 7 Conclusions: Dynasty and/or Nation? --; Notes --; Bibliography --; Index
• Format: Mode of access: Internet via World Wide Web.
• ISBN: 9780691245898; 9783110442502
• DOI: 10.1515/9780691245898?locatt=mode:legacy
• Access: restricted access
• Hierarchical level: Monograph
• Statement of Responsibility: Larry Silver.

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.