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

Moskowitz, M.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 2009-12-18

Format: Hardcover

ISBN-13: 9780230615601

DOI: 10.1057/9780230101715

Dimensions: 216cm x140cm

Pages: 240