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Testimonial advertising in the American marketplace = emulation, identity, community /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Testimonial advertising in the American marketplace/ edited by Marlis Schweitzerand Marina Moskowitz.
Reminder of title:	emulation, identity, community /
other author:	Schweitzer, Marlis.
Published:	New York :Palgrave Macmillan, : 2009.,
Description:	viii, 240 p. :ill. ; : 22 cm.;
Subject:	Advertising - History. - United States -
Online resource:	access to fulltext (Palgrave)
ISBN:	9780230101715

Testimonial advertising in the American marketplace = emulation, identity, community /
Testimonial advertising in the American marketplaceemulation, identity, community /[electronic resource] :edited by Marlis Schweitzerand Marina Moskowitz. - 1st ed. - New York :Palgrave Macmillan,2009. - viii, 240 p. :ill. ;22 cm.

Includes bibliographical references and index.

Introduction / Marina Moskowitz and Marlis Schweitzer -- Testimonials in Silk: Juba and the Legitimization of American Blackface Minstrelsyin Britain / Stephen B. Johnson -- 'The Testifying Subject': Reliability in Nineteenth-Century Marketing, Science, and Law / Mike Pettit -- 'After a season of war': Sharing Horticultural Success in the Reconstruction-Ear Landscape / Marina Moskowitz -- 'The Ten Year Club': Artificial Limbs and Testimonials in the Early Twentieth Century / Edward Slavishak -- 'The Mad Search for Beauty': Actresses, Cosmetics, and the Middle-Class Market / Marlis Schweitzer -- 'I am Kay and I Prefer Modern': Bridal Testimonials and the Rise of Consumer Rites, 1920s-1950s / Vicki Howard -- 'Dear Friend': Charles Atlas, American Masculinity, and the Bodybuilding Testimonial, 1894-1944 / Dominique Padurano -- 'For Us, By Us': Hip Hop Fashion, Commodity Blackness andthe Culture of Emulation / Mary Rizzo.

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.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230101715

Standard No.: 10.1057/9780230101715doiSubjects--Topical Terms:

305992
Advertising
--History.--United StatesIndex Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5823 / .T37 2009

Dewey Class. No.: 659.1

Testimonial advertising in the American marketplace = emulation, identity, community /
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245 0 0 $a Testimonial advertising in the American marketplace $h [electronic resource] : $b emulation, identity, community / $c edited by Marlis Schweitzerand Marina Moskowitz.
250 $a 1st ed.
260 $a New York : $c 2009. $b Palgrave Macmillan,
300 $a viii, 240 p. : $b ill. ; $c 22 cm.
504 $a Includes bibliographical references and index.
505 0 $a Introduction / Marina Moskowitz and Marlis Schweitzer -- Testimonials in Silk: Juba and the Legitimization of American Blackface Minstrelsyin Britain / Stephen B. Johnson -- 'The Testifying Subject': Reliability in Nineteenth-Century Marketing, Science, and Law / Mike Pettit -- 'After a season of war': Sharing Horticultural Success in the Reconstruction-Ear Landscape / Marina Moskowitz -- 'The Ten Year Club': Artificial Limbs and Testimonials in the Early Twentieth Century / Edward Slavishak -- 'The Mad Search for Beauty': Actresses, Cosmetics, and the Middle-Class Market / Marlis Schweitzer -- 'I am Kay and I Prefer Modern': Bridal Testimonials and the Rise of Consumer Rites, 1920s-1950s / Vicki Howard -- 'Dear Friend': Charles Atlas, American Masculinity, and the Bodybuilding Testimonial, 1894-1944 / Dominique Padurano -- 'For Us, By Us': Hip Hop Fashion, Commodity Blackness andthe Culture of Emulation / Mary Rizzo.
520 $a 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.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2010. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Apr. 12, 2010). $n Access may be restricted to users at subscribing institutions.
650 0 $a Advertising $z United States $x History. $3 305992
650 0 $a Advertising $z United States $x Psychological aspects. $3 305993
655 7 $a Electronic books. $2 local. $3 96803
700 1 $a Schweitzer, Marlis. $3 305990
700 1 $a Moskowitz, Marina, $d 1968- $3 305991
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