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Bernard Shaw and Modern Advertising : Prophet Motives / Christopher Wixson.

Wixson, Christopher, author.
2018
PR5368..E25
Available Online
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Title
Bernard Shaw and Modern Advertising : Prophet Motives / Christopher Wixson.
Author
Wixson, Christopher, author.
ISBN
9783319786285
3319786288
331978627X
9783319786278
DOI
https://doi.org/10.1007/978-3-319-78628-5
Published
Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
Language
English
Description
1 online resource (ix, 181 pages) : illustrations.
Item Number
10.1007/978-3-319-78628-5 doi
Call Number
PR5368..E25
Dewey Decimal Classification
822.912
Summary
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.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Series
Bernard Shaw and his contemporaries.
Available in Other Form
Print version: 9783319786278
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Record Appears in
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1. Introduction: "Press as Corrected, G.B.S."
2. Prescription and Petrifaction: Proprietary Medicine, Health Marketing, and Misalliance
3. "The Shadow of Disrepute": G.B.S. and Testimonial Marketing
4. "The Biggest Scoop in Advertising History": Personality Marketing, G.B.S., and the Near-Testimonial
5. "Those Magic Initials, GBS": Copywriting for the Irish Clipper.

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