Testimonial Advertising in the American Marketplace: Emulation, Identity, CommunityThis 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. |
Contents
1 | |
Juba and the Legitimization of American Blackface Minstrelsy in Britain | 23 |
Reliability in Marketing Science and Law at the End of the Age of Barnum | 50 |
Sharing Horticultural Success in the ReconstructionEra Landscape | 79 |
Artificial Limbs and Testimonials at the Turn of the Twentieth Century | 95 |
Actresses Cosmetics and the MiddleClass Market | 123 |
Other editions - View all
Testimonial Advertising in the American Marketplace: Emulation, Identity ... M. Moskowitz No preview available - 2009 |
Testimonial Advertising in the American Marketplace: Emulation, Identity ... M. Moskowitz No preview available - 2009 |
Common terms and phrases
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