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Bernard Shaw and modern advertising = prophet motives /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Bernard Shaw and modern advertising/ by Christopher Wixson.
其他題名:	prophet motives /
作者:	Wixson, Christopher.
出版者:	Cham :Springer International Publishing : : 2018.,
面頁冊數:	ix, 181 p. :ill., digital ; : 22 cm.;
Contained By:	Springer eBooks
標題:	Advertising - History -
電子資源:	http://dx.doi.org/10.1007/978-3-319-78628-5
ISBN:	9783319786285

Bernard Shaw and modern advertising = prophet motives /
Wixson, Christopher.

Bernard Shaw and modern advertisingprophet motives /[electronic resource] :by Christopher Wixson. - Cham :Springer International Publishing :2018. - ix, 181 p. :ill., digital ;22 cm. - Bernard shaw and his contemporaries. - Bernard shaw and his contemporaries..

1. Introduction: "Press as Corrected, G.B.S." -- 2. Prescription and Petrifaction: Proprietary Medicine, Health Marketing, and Misalliance -- 3. "The Shadow of Disrepute": G.B.S. and Testimonial Marketing -- 4. "The Biggest Scoop in Advertising History": Personality Marketing, G.B.S., and the Near-Testimonial -- 5. "Those Magic Initials, GBS": Copywriting for the Irish Clipper.

This book charts how promotional campaigns in which Bernard Shaw participated were key crucibles within which agency and personality could re-negotiate their relationship to one another and to the consuming public. Concurrent with the rise of modern advertising, the creation of Shaw's 'G.B.S.' public persona was achieved through masterful imitation of patent medicine marketing strategies and a shrewd understanding of the relationship between product and spokesman. Helping to enhance the visibility of his literary writing and dovetailing with his Fabian political activities, 'G.B.S.' also became a key figure in the evolution of testimonial endorsement and the professionalizing of modern advertising. The study analyzes multiple ad series in which Shaw was prominently featured that were occasions for self-promotion for both Shaw and the agencies, and presage the iconoclastic style of contemporary 'public personality' and techniques of celebrity marketing.

ISBN: 9783319786285

Standard No.: 10.1007/978-3-319-78628-5doiSubjects--Personal Names:

866449
Shaw, Bernard,
1856-1950--Criticism and interpretation.Subjects--Topical Terms:

1206341
Advertising
--History

LC Class. No.: PR5367 / .W55 2018

Dewey Class. No.: 822.912

Bernard Shaw and modern advertising = prophet motives /
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