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.A anaturala beauty was no longer the woman who eschewed cosmetics, but rather the woman who embraced them. Notes 1. A much earlier version of this essay received the K. Austin Kerr Prize from the Business History Conference in 2003anbsp;...
|Title||:||Testimonial Advertising in the American Marketplace|
|Author||:||Marina Moskowitz, Marlis Schweitzer|
|Publisher||:||Palgrave Macmillan - 2009-11-24|