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

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

by M. Moskowitz, Marlis Schweitzer
     
 
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.

Overview

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.

Editorial Reviews

From the Publisher

"Steeped as we are today in celebrity brands and viral marketing, we find it difficult to imagine a world where the market's word-of-mouth operated quite differently. Thanks to these original and engaging articles, though, we can now track the fascinating strategies that enabled American advertising to recast the question of consumer trust, liberating it from the rigid protocols of patrician sponsorship and immersing it in the complex, modern mix of mass celebrity, technical expertise, domestic authority, and street cred. Each page brings us something new." - Jean-Christophe Agnew, Professor of American Studies and History, Yale University

"This volume of essays charts the cultural history of a phenomenon that influences us all, one whose power we are reluctant to acknowledge. Testimonials are centuries old and utterly contemporary, and these essays illuminate the many aspects of their role in making consumer culture. If you ve ever wondered why we are so willing to take the word of others when we buy, whether from Oprah or a neighbor down the street, this book offers compelling explanations - and a host of new questions to ponder." - Charles F. McGovern, Associate Professor of American Studies and History, College of William and Mary

"Finally! A wonderful study of the centrality of testimonials to 20th century advertising. With insightful essays on consumer deception, blackface performance, seed advertising and celebrity culture, among other excellent contributions, Testimonial Advertising represents the leading edge of the cultural turn of the new business history. It is a must-read for scholars of business, culture, and modern consumerism." - Elspeth H. Brown, Director, Centre for the Study of the United States, University of Toronto

Product Details

ISBN-13:
9780230615601
Publisher:
Palgrave Macmillan US
Publication date:
11/15/2009
Edition description:
2009
Pages:
240
Product dimensions:
5.70(w) x 8.30(h) x 0.70(d)

Meet the Author

Marlis Schweitzer is Assistant Professor in the Department of Theatre at York University, Toronto. She is the author of When Broadway Was the Runway: Theater, Fashion, and American Culture (2009), which examines how collaborations between the theatre and fashion industries contributed to the development of modern American consumer culture. Her work has also appeared in leading academic journals including Theatre Journal, American Quarterly, the Journal of the Gilded Age and Progressive Era, and the Journal of American Drama and Theatre.

Marina Moskowitz is Reader in History and American Studies at the University of Glasgow, U.K. She is the author of Standard of Living: The Measure of the Middle Class in Modern America (2004) and co-editor of Cultures of Commerce: Representations and American Business Culture, 1877-1960 (Palgrave, 2006). Her current research on the intersection of commerce and horticulture has been funded by the ESRC-AHRC Cultures of Consumption Research Programme, the Kluge Center of the Library of Congress, the Smithsonian Institution, and a variety of other fellowships and grants.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >