Strategies of Self-advertising abound in the San-Antonio Series. There are many visual and textual ways in which the eponymous hero is announced, and promoted. This integration of the product-name works especially as San-Antonio, the author, doubles as San-Antonio, the character. It is as if Chandler novels were signed Marlowe, or Spillane’s, Mike Hammer. As a result, the cover can be the site of a repetition, the repeated name promoting both an author and a text. Like for a commercial advertisement, there is no fear of echoes and redundancy of the message. On the contrary, the reiteration of the name reinforces its capacity to influence.