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Bernard Shaw and Modern Advertising : Prophet Motives

Author: Christopher Wixson
Publisher: Cham Springer International Publishing Imprint: Palgrave Macmillan, 2018.
Series: Bernard Shaw and his contemporaries.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Details

Genre/Form: Electronic books
History
Additional Physical Format: Printed edition
Named Person: Bernard Shaw; Bernard Shaw
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Christopher Wixson
ISBN: 9783319786285 3319786288 331978627X 9783319786278
OCLC Number: 1059008568
Description: 1 online resource (IX, 181 pages 8 illus.) : online resource.
Contents: 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.
Series Title: Bernard Shaw and his contemporaries.
Responsibility: Christopher Wixson.

Abstract:

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.

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