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.

This book studies the connections between the political reform of the Holy Roman Empire and the German lands around 1500 and the sixteenth-century religious reformations, both Protestant and Catholic. It argues that the character of the political changes (dispersed sovereignty, local autonomy) prevented both a general reformation of the Church before 1520 and a national reformation thereafter. The resulting settlement maintained the public peace through politically structured religious communities (confessions), thereby avoiding further religious strife and fixing the confessions into the Empire's constitution. The Germans' emergence into the modern era as a people having two national religions was the reformation's principal legacy to modern Germany.

Maximilian I (1459–1519) skillfully crafted a public persona and personal mythology that eventually earned him the romantic sobriquet “Last Knight.” From the time he became duke of Burgundy at the age of eighteen until his death, his passion for the trappings and ideals of knighthood served his worldly ambitions, imaginative strategies, and resolute efforts to forge a legacy. A master of self-promotion, he ordered exceptional armor from the most celebrated armorers in Europe, as well as heroic autobiographical epics and lavish designs for prints. Indeed, Maximilian’s quest to secure his memory and expand his sphere of influence, despite chronic shortages of funds that left many of his most ambitious projects unfinished, was indomitable. Coinciding with the 500th anniversary of Maximilian’s death, this catalogue is the first to examine the masterworks that he commissioned, revealing how art and armor contributed to the construction of Maximilian’s identity and aspirations, and to the politics of Europe at the dawn of the Renaissance. p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 14.0px Verdana}