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Testimonial Advertising in the American Marketplace

Emulation, Identity, Community

  • Editors
  • Marlis Schweitzer
  • Marina Moskowitz
Book

About this book

Introduction

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.

Keywords

Advertising marketing USA

Bibliographic information

  • DOI https://doi.org/10.1057/9780230101715
  • Copyright Information Palgrave Macmillan, a division of Nature America Inc. 2009
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Palgrave History Collection
  • Print ISBN 978-1-349-37929-3
  • Online ISBN 978-0-230-10171-5
  • Buy this book on publisher's site