At a recent presentation in London of A Certain Gesture: Evnine’s Batman Meme Project and Its Parerga!, I structured my remarks entirely around an explication of the work’s difficult title. There, it was a matter of associating each component of the title (including, I hasten to add, its punctuation) with either knowledge an audience would need to understand what the book will be (i.e. what a meme is, what a Batman meme is) or with aspects of the book itself that I wanted to present to the audience. But, now continuing to plough my way through Gerard Genette’s maddening book Paratexts: Thresholds of Interpretation (maddening because the topic is so interesting and yet the discussion of it so long and boring), I am inspired to say something about the rhetoric of my title.
Genette notes that it is virtually routine for academic books to have a title that “evokes symbolically or cryptically” (by means, often, of metaphor, metonymy, antiphrasis, etc.) and a subtitle that “gives a more literal indication of the theme.” American publishers, he says, call the main title “catchy” (or even “sexy”!!) but the subtitle “is often a complete cure for love.” Occasionally, however, he notes that the relation between title and sub-title, with regards to their capacities to enflame or douse the reader’s ardor, may be reversed.