This article outlines a production-oriented imagology and equips the imagological toolkit with concepts and terminology from cultural memory studies, reception aesthetics, narratology, rhetoric, and text linguistics. It thereby presents the theoretical framework which makes it possible to analyse generic elements without a national connotation with regard to their function in generating a national image. Using as examples genres from English Romanticism and how they evoke Englishness, the article highlights the aesthetic complexity of national images and their range of variation. Simultaneously it paves the way for a more nuanced deconstruction of these images.