Testimonial Advertising in the American Marketplace: Emulation, Identity, Community

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Marina Moskowitz, Marlis Schweitzer
Palgrave Macmillan, Nov 24, 2009 - Business & Economics - 256 pages
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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.

  

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Contents

The Spirit of Emulation
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
51
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
Bridal Testimonials and the Rise of Consumer Rites 1920s1950s
151
Charles Atlas American Masculinity and the Bodybuilding Testimonial 18941944
173
HipHop Fashion Commodity Blackness and the Culture of Emulation
207
Notes on Contributors
231
Index
233
Copyright

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About the author (2009)

Marina Moskowitz is Director of the Andrew Hook Centre for American Studies and a Senior Lecturer in American History at the University of Glasgow. Marlis Schweitzer is an Assistant Professor at York University in Toronto.

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