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portada Testimonial Advertising in the American Marketplace: Emulation, Identity, Community
Type
Physical Book
Author
Publisher
Language
English
Pages
240
Format
Paperback
Dimensions
21.6 x 14.0 x 1.3 cm
Weight
0.29 kg.
ISBN13
9781349379293
Categories

Testimonial Advertising in the American Marketplace: Emulation, Identity, Community

M. Moskowitz (Author) · Palgrave MacMillan · Paperback

Testimonial Advertising in the American Marketplace: Emulation, Identity, Community - Moskowitz, M.

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Synopsis "Testimonial Advertising in the American Marketplace: Emulation, Identity, Community"

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.

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