Table of Contents
Table of Contents
Preface
1. Testimonials Get Off to a Rocky Start: The Years to 1919
2. Testimonials Arrive, 1920s
3. The Ethics of Testimonials, 1929
4. The FTC Looks Askance: Hollywood Loves Lux Soap, 1930s
5. Endorsements Hit a Long Slow Period, 1940–1974
6. Testimonials Boom in the Modern Era, 1975–2003
7. Athletes Dominate the Field, 1975–2003
8. Legal Points, Government Agencies, Medical Men, and Scams, 1975–2003
9. Mistakes, Pitfalls, and Bad Boys, 1975–2003
10. Statistics, Money, and Effectiveness, 1975–2003
11. Conclusion
Appendix A. Prevalence of Endorsement Ads: Selected Years, Selected Publications, 1926–1998
Appendix B. Lux Soap Ads Endorsed by Hollywood Actors in Variety, 1932–1949
Appendix C. Endorsement Contracts of the Dionne Quintuplets through Early 1937
Appendix D. Highest Paid Athletes from Sports and Endorsements, 1990, Estimated
Appendix E. Celebrity Endorsers by Company, February 1996
Chapter Notes
Bibliography
Index