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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Do You Make These Mistakes in English? - The Story of Sherwin Cody's Famous Language School (Hardcover)
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Do You Make These Mistakes in English? - The Story of Sherwin Cody's Famous Language School (Hardcover)
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In the early 1900s, the language of America was becoming colloquial
English-the language of the businessman, manager, and professional.
Since college and high school education were far from universal,
many people turned to correspondence education-that era's distance
learning-to learn the art of speaking and writing. By the 1920s and
1930s, thousands of Americans were sending coupons from newspapers
and magazines to order Sherwin Cody's 100% Self-correcting Course
in the English Language, a patented mail-order course in English
that was taken by over 150,000 people.
Cody's ubiquitous signature advertisement, which ran for over
forty years, promised a scientifically-tested invention that
improved speaking and writing in just 15 minutes a day. Cody's ad
explained that people are judged by their English, and he offered
self-improvement and self-confidence through the mail.
In this book, linguist Edwin Battistella tells the story of
Sherwin Cody and his famous English course, situating both the man
and the course in early twentieth century cultural history. The
author shows how Cody became a businessman-a writer, grammatical
entrepreneur, and mass-marketer whose ads proclaimed "Good Money in
Good English" and asked "Is Good English Worth 25 Cents to You?"
His course, perhaps the most widely-advertised English education
program in history, provides a unique window onto popular views of
language and culture and their connection to American notions of
success and failure. But Battistella shows Sherwin Cody was also
part of a larger shift in attitudes. Using Cody's course as a
reference point, he also looks at the self-improvement ethic
reflected in such courses and products as theHarvard Classics, The
Book of Etiquette, the Book-of-the-Month Club, the U.S. School of
Music, and the Charles Atlas and Dale Carnegie courses to
illustrate how culture became popular and how self-reliance evolved
into self-improvement.
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