A Hero and His History: The Branding of Jan III Sobieski and His Letters in the Northern Netherlands during the Early Nineteenth Century

Abstract

This article analyses the publication history of Dutch translations of Madame Bovary within the wider context of Flaubert's reception more generally. In the decades following its publication, Madame Bovary was widely criticized due to its 'scandalous' subject matter. Gradually, these moralistic views gave way to a growing recognition of the novel as a modern classic. However, the immorality scandal continued to resonate with readers. We investigate how these diverging views on the novel informed the branding strategies employed by the publishers of its Dutch translations. Combining reception history, translation studies, paratextual analysis, and cultural sociology, we demonstrate how each publisher established a branding narrative that was informed by the status of the translator in question and that targeted a specific readership.