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Testimonial Advertising in the American Marketplace: Emulation, Identity, Community
M. Moskowitz
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Description for Testimonial Advertising in the American Marketplace: Emulation, Identity, Community
Hardcover. This collection brings together essays that explore the history and practices of testimonial marketing in the United States from the mid-nineteenth century to the present day. Editor(s): Moskowitz, Marina; Schweitzer, Marlis. Num Pages: 240 pages, 18 black & white illustrations, biography. BIC Classification: 1KBB; 3JH; 3JJ; 3JMC; HBTB; KJS. Category: (UP) Postgraduate, Research & Scholarly. Dimension: 216 x 140 x 17. Weight in Grams: 376.
This book explores the history and practice of testimonial advertising in the United States from the mid-nineteenth century to the present day, addressing a surprising lack of scholarship on this enduring and pervasive marketing tool. Treating consumers as neither the victims nor the empowered foes of corporate practices, the authors gathered here contribute to new scholarship at the intersection of cultural and business history by examining how testimonials mediate negotiations between producers and consumers and shape modern cultural attitudes about social identity, advice, community, celebrity, and the consumption of brand-name goods and services.
This book explores the history and practice of testimonial advertising in the United States from the mid-nineteenth century to the present day, addressing a surprising lack of scholarship on this enduring and pervasive marketing tool. Treating consumers as neither the victims nor the empowered foes of corporate practices, the authors gathered here contribute to new scholarship at the intersection of cultural and business history by examining how testimonials mediate negotiations between producers and consumers and shape modern cultural attitudes about social identity, advice, community, celebrity, and the consumption of brand-name goods and services.
Product Details
Format
Hardback
Publication date
2009
Publisher
Palgrave Macmillan
Condition
New
Number of Pages
240
Place of Publication
Basingstoke, United Kingdom
ISBN
9780230615601
SKU
V9780230615601
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About M. Moskowitz
MARINA MOSKOWITZ is Director of the Andrew Hook Centre for American Studies and a Senior Lecturer in American History at the University of Glasgow, UK. MARLIS SCHWEITZER is an Assistant Professor at York University in Toronto, Canada.
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