Bernard Shaw and Modern Advertising - Prophet Motives (Hardcover, 1st ed. 2018)

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.

General

Imprint:	Springer International Publishing AG
Country of origin:	Switzerland
Series:	Bernard Shaw and His Contemporaries
Release date:	June 2018
First published:	2018
Authors:	Christopher Wixson
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	181
Edition:	1st ed. 2018
ISBN-13:	978-3-319-78627-8
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Arts & Architecture > Performing arts > Theatre, drama > General Books > Language & Literature > Literature: history & criticism > Plays & playwrights > General
LSN:	3-319-78627-X
Barcode:	9783319786278

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