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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Bibliographic Details
Main Author: Wixson, Christopher (Author)
Format: Electronic eBook
Language:English
Published: Cham : Springer International Publishing, 2018.
Edition:1st ed. 2018.
Series:Bernard Shaw and His Contemporaries
Subjects:
Theater-History.
Drama.
British literature.
Communication.
ISBN:9783319786285
Online Access: Get full text
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Table of 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.

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