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Endorsements in Advertising - A Social History (Paperback)
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Endorsements in Advertising - A Social History (Paperback)
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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. Despite its questionable
effectiveness, endorsement advertising is now 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.
General
Imprint: |
McFarland & Company
|
Country of origin: |
United States |
Release date: |
June 2005 |
First published: |
March 2005 |
Authors: |
Kerry Segrave
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Dimensions: |
218 x 159 x 13mm (L x W x T) |
Format: |
Paperback
|
Pages: |
239 |
ISBN-13: |
978-0-7864-2043-8 |
Categories: |
Books >
Business & Economics >
General
|
LSN: |
0-7864-2043-X |
Barcode: |
9780786420438 |
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