語系:
繁體中文
English
說明(常見問題)
登入
回首頁
切換:
標籤
|
MARC模式
|
ISBD
Bernard Shaw and Modern Advertising ...
~
Wixson, Christopher.
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.
面頁冊數:
IX, 181 p. 8 illus.online resource. :
Contained By:
Springer Nature eBook
標題:
Theater—History. -
電子資源:
https://doi.org/10.1007/978-3-319-78628-5
ISBN:
9783319786285
Bernard Shaw and Modern Advertising = Prophet Motives /
Wixson, Christopher.
Bernard Shaw and Modern Advertising
Prophet Motives /[electronic resource] :by Christopher Wixson. - 1st ed. 2018. - IX, 181 p. 8 illus.online resource. - Bernard Shaw and His Contemporaries,2634-5811. - 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--Topical Terms:
1253996
Theater—History.
LC Class. No.: PN2100-2193
Dewey Class. No.: 792.09
Bernard Shaw and Modern Advertising = Prophet Motives /
LDR
:02806nam a22004095i 4500
001
994629
003
DE-He213
005
20200930204418.0
007
cr nn 008mamaa
008
201225s2018 gw | s |||| 0|eng d
020
$a
9783319786285
$9
978-3-319-78628-5
024
7
$a
10.1007/978-3-319-78628-5
$2
doi
035
$a
978-3-319-78628-5
050
4
$a
PN2100-2193
072
7
$a
AN
$2
bicssc
072
7
$a
PER011020
$2
bisacsh
072
7
$a
ATD
$2
thema
082
0 4
$a
792.09
$2
23
100
1
$a
Wixson, Christopher.
$4
aut
$4
http://id.loc.gov/vocabulary/relators/aut
$3
1206340
245
1 0
$a
Bernard Shaw and Modern Advertising
$h
[electronic resource] :
$b
Prophet Motives /
$c
by Christopher Wixson.
250
$a
1st ed. 2018.
264
1
$a
Cham :
$b
Springer International Publishing :
$b
Imprint: Palgrave Macmillan,
$c
2018.
300
$a
IX, 181 p. 8 illus.
$b
online resource.
336
$a
text
$b
txt
$2
rdacontent
337
$a
computer
$b
c
$2
rdamedia
338
$a
online resource
$b
cr
$2
rdacarrier
347
$a
text file
$b
PDF
$2
rda
490
1
$a
Bernard Shaw and His Contemporaries,
$x
2634-5811
505
0
$a
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.
520
$a
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.
650
0
$a
Theater—History.
$3
1253996
650
0
$a
Drama.
$3
646566
650
0
$a
British literature.
$3
996807
650
0
$a
Communication.
$3
556422
650
1 4
$a
Theatre History.
$3
1104912
650
2 4
$a
British and Irish Literature.
$3
1104874
650
2 4
$a
Media and Communication.
$3
1107289
710
2
$a
SpringerLink (Online service)
$3
593884
773
0
$t
Springer Nature eBook
776
0 8
$i
Printed edition:
$z
9783319786278
776
0 8
$i
Printed edition:
$z
9783319786292
776
0 8
$i
Printed edition:
$z
9783030087494
830
0
$a
Bernard Shaw and His Contemporaries,
$x
2634-5811
$3
1266953
856
4 0
$u
https://doi.org/10.1007/978-3-319-78628-5
912
$a
ZDB-2-LCM
912
$a
ZDB-2-SXL
950
$a
Literature, Cultural and Media Studies (SpringerNature-41173)
950
$a
Literature, Cultural and Media Studies (R0) (SpringerNature-43723)
筆 0 讀者評論
多媒體
評論
新增評論
分享你的心得
Export
取書館別
處理中
...
變更密碼[密碼必須為2種組合(英文和數字)及長度為10碼以上]
登入