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"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."

Politics --- Art --- History of Europe --- Maximilian I [Holy Roman emperor] --- Political aspects --- Aspect politique --- Maximilian --- Art patronage. --- Holy Roman Empire --- Saint Empire romain germanique --- Saint Empire romain --- Intellectual life. --- History --- Vie intellectuelle --- Histoire --- Art patronage --- Intellectual life --- 943.02 --- 76 <43> "15" --- 76 BURGKMAIR, HANS --- 76.044 --- Geschiedenis van Duitsland: verdrag van Verdun tot de Reformatie--(843-1519) --- Grafische kunsten. Grafiek. Prentkunst--Duitsland voor 1945 en na 1989--16e eeuw. Periode 1500-1599 --- Grafische kunsten. Grafiek. Prentkunst--BURGKMAIR, HANS --- Geschiedkundige voorstellingen: staatshandelingen; veldslagen in de prentkunst --- 76.044 Geschiedkundige voorstellingen: staatshandelingen; veldslagen in de prentkunst --- 76 BURGKMAIR, HANS Grafische kunsten. Grafiek. Prentkunst--BURGKMAIR, HANS --- 76 <43> "15" Grafische kunsten. Grafiek. Prentkunst--Duitsland voor 1945 en na 1989--16e eeuw. Periode 1500-1599 --- 943.02 Geschiedenis van Duitsland: verdrag van Verdun tot de Reformatie--(843-1519) --- Art, Occidental --- Art, Visual --- Art, Western (Western countries) --- Arts, Fine --- Arts, Visual --- Fine arts --- Iconography --- Occidental art --- Visual arts --- Western art (Western countries) --- Arts --- Aesthetics --- Maximiliano --- Maximilien --- Massimiliano --- Heiliges Römisches Reich Deutscher Nation --- Heiliges Römisches Reich --- Svi︠a︡shchennai︠a︡ Rimskai︠a︡ Imperii︠a︡ --- Imperium Romano Germanicum --- S.R.I. --- Sacrum Romanum Imperium --- Austria --- Germany --- Politiek --- Kunst --- Geschiedenis van Europa --- Maximiliaan I [Keizer v.h. H.Roomse Rijk] --- Art, Primitive --- Art - Political aspects - Holy Roman Empire --- Maximilian - I, - Holy Roman Emperor, - 1459-1519 - Art patronage --- Holy Roman Empire - Intellectual life --- Holy Roman Empire - History - Maximilian I, 1493-1519 --- Maximilien 01 (empereur germanique ; 1490-1519) --- Mécénat --- 1493-1519 (Maximilien I) --- Maximilian - I, - Holy Roman Emperor, - 1459-1519