Bernard Shaw and Modern Advertising Prophet Motives /
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...
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| Hlavní autor: | |
|---|---|
| Médium: | Elektronický zdroj E-kniha |
| Jazyk: | angličtina |
| Vydáno: |
Cham :
Springer International Publishing,
2018.
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| Vydání: | 1st ed. 2018. |
| Edice: | Bernard Shaw and His Contemporaries
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| Témata: | |
| ISBN: | 9783319786285 |
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| 008 | 180613s2018 gw | s |||| 0|eng d | ||
| 020 | |a 9783319786285 | ||
| 024 | 7 | |a 10.1007/978-3-319-78628-5 |2 doi | |
| 035 | |a CVTIDW07194 | ||
| 040 | |a Springer-Nature |b eng |c CVTISR |e AACR2 | ||
| 041 | |a eng | ||
| 100 | 1 | |a Wixson, Christopher. |4 aut | |
| 245 | 1 | 0 | |a Bernard Shaw and Modern Advertising |h [electronic resource] : |b Prophet Motives / |c by Christopher Wixson. |
| 250 | |a 1st ed. 2018. | ||
| 260 | 1 | |a Cham : |b Springer International Publishing, |c 2018. | |
| 300 | |a IX, 181 p. 8 illus. |b online resource. | ||
| 490 | 1 | |a Bernard Shaw and His Contemporaries | |
| 500 | |a Literature, Cultural and Media Studies | ||
| 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. | |
| 516 | |a text file PDF | ||
| 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. | |
| 650 | 0 | |a Drama. | |
| 650 | 0 | |a British literature. | |
| 650 | 0 | |a Communication. | |
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| 910 | |b ZE04474 | ||
| 919 | |a 978-3-319-78628-5 | ||
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