(EBOOK PDF)Bernard Shaw and Modern Advertising Prophet Motives 1st edition by Christopher Wixson 9783319786285 3319786288 full chapters

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Product details:

• ISBN 10:3319786288 

• ISBN 13:9783319786285

• Author:Christopher Wixson 

 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.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.

Bernard Shaw and Modern Advertising Prophet Motives 1st Table of contents:

Cover
Front Matter
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, G.B.S.”: Copywriting for the Irish Clipper
Back Matter 

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Bernard Shaw,Modern Advertising,Christopher Wixson