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Endorsements in Advertising: A Social History, by Kerry Segrave
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The use of endorsements and testimonials to sell anything imaginable is a modern development, though the technique is centuries old. Before World War I, endorsement ads were tied to patent medicine, and were left with a bad reputation when that industry was exposed as quackery. The reputation was well earned: claims of a product's curative powers sometimes ran opposite the endorsee's obituary, and Lillian Russell once testified that a certain compound had made her feel like a new man. Prohibition and drug regulation doomed patent medicines. Distrusted by the public, banished from mainstream publications, endorsements languished until the 1930s, but returned with a vengeance with the growth of consumerism and modern media. ubiquitous, costing advertisers (and consequently consumers) hundreds of millions of dollars annually. This exploration of modern endorsement advertising - paid or unsolicited testimonials endorsing a product - follows its evolution from a marginalized, mistrusted technique to a multibillion-dollar industry. Chapters recount endorsement advertising's changing form and fortunes, from Lux Soap's uncompensated co-opting of early Hollywood to today's lucrative industry dependent largely on athletes. The social history of endorsement advertising is examined in terms of changing ethical and governmental views, shifting business trends, and its relationship to the growth of modern media, while the money involved and the question of effectiveness are scrutinized. The heavily illustrated text includes five appendices that focus on companies, celebrities, athletes and celebrity endorsements.
- Sales Rank: #3669205 in Books
- Brand: Brand: Mcfarland n Co Inc Pub
- Published on: 2005-03
- Original language: English
- Number of items: 1
- Dimensions: 8.58" h x .53" w x 6.26" l, .72 pounds
- Binding: Paperback
- 239 pages
- Used Book in Good Condition
About the Author
Kerry Segrave is the author of numerous works exploring social history and popular culture, including Product Placement in Hollywood Films (2004), Piracy in the Motion Picture Industry (2003), and Drive-in Theaters (1992), among others. He lives in British Columbia.
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Endorsements in Advertising: A Social History
By Donna
I bought this as research for an article for a journal. Not enthused about writing the article, but the text did give me a better insight than I thought I could garner.
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