Testimonial Advertising in the American Marketplace : Emulation, Identity, Community
1st ed. 2009
by
M. Moskowitz
Book Details
Format
Paperback / Softback
ISBN-10
1349379298
ISBN-13
9781349379293
Edition
1st ed. 2009
Publisher
Palgrave Macmillan
Imprint
Palgrave Macmillan
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 18th, 2009
Print length
240 Pages
Ksh 8,100.00
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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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