Advertising grammars and dictionaries in the Venetian printing market: A linguistic analysis of title pages

Abstract

Title‐pages represent an interesting and under‐researched type of paratextual material in the context of the Italian early modern book market. Drawing on pragma‐linguistic approaches not yet applied in the Italian context, this paper offers an analysis of title‐pages of vernacular grammars and lexicographic works that were printed in Venice in the sixteenth and early seventeenth century (31 works).In Venice, which was the hub of vernacular codification, this new genre saw increasing attempts at popularization as more and more readers demanded straightforward tools that would help them learn literary Tuscan. My analysis focuses on the marketing strategies employed by publishers, printers, and authors – viewed together as a community of practice – on the title‐pages of these works. Focus is placed on the genre labels employed in primary titles, the presentation of the author's credentials, intended readership, printer and publisher, and dedication, as well as on the modifications applied by Venetian publishers when it came to re‐print and popularize non‐Venetian works. By exploring strategies used to guide and attract target audiences, this article aims to show that linguistic approaches are useful in the study of Italian paratexts and confirms the importance of including paratextual features in studies of historical sociolinguistics.