Download E-books Testimonial Advertising in the American Marketplace: Emulation, Identity, Community PDF

This book explores the heritage and perform of testimonial advertisements within the usa from the mid-nineteenth century to the current day, addressing a stunning loss of scholarship in this enduring and pervasive advertising device. Treating shoppers as neither the sufferers nor the empowered foes of company practices, the authors accrued right here give a contribution to new scholarship on the intersection of cultural and company heritage by way of studying how testimonials mediate negotiations among manufacturers and shoppers and form sleek cultural attitudes approximately social identification, suggestion, group, famous person, and the intake of brand-name items and services.

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