By Marina Moskowitz, Marlis Schweitzer
This book explores the background and perform of testimonial advertisements within the usa from the mid-nineteenth century to the current day, addressing a stunning loss of scholarship in this enduring and pervasive advertising device. Treating shoppers as neither the sufferers nor the empowered foes of company practices, the authors amassed the following give a contribution to new scholarship on the intersection of cultural and enterprise historical past through interpreting how testimonials mediate negotiations among manufacturers and shoppers and form smooth cultural attitudes approximately social identification, suggestion, group, star, and the intake of brand-name items and services.
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Extra resources for Testimonial Advertising in the American Marketplace: Emulation, Identity, Community
A performer named “Juba” certainly lived and worked in New York City during that period, and in that area of the city. He had been a child performer (as “Master Juba”) in New York with and for P. T. Barnum, a “champion” competitive and theatrical dancer in the northeastern United States, and a popular performer on working-class American saloon, variety, and minstrel stages. But for the record, there is no concrete contemporary evidence that the two “bodies” were the same, and there is no association of the names Boz and Juba until the June 1848 arrival in London.
I use the plural of class in all instances, in an effort to avoid the tendency to simplify this complex word, as if easily defined, monolithic, homogeneous, and discrete. Individuals are members of a range of cultures and subcultures, some of which may be defined through class. See, with respect to this study: Hugh Cunningham’s Leisure in the Industrial Revolution, c. 1780– c. S. Popular Culture (Minneapolis: U of Minnesota Press, 1997), which follows Barnum’s tactics for appealing to and manipulating a cross-class culture of “respectability”; and Karen Halttunen’s Confidence Men and Painted Women: A Study of Testimonials in Silk 10.
W. Pell, (the original bones) from America:— Devonshire-house, Piccadilly, London, December 22, 1848. Dear Sir,—I am directed by his Grace the Duke of Devonshire to inform you how much pleased himself and Friends were by the performance of yourself and Company at his House, and also at your public concert. I am glad, also, of this opportunity to add my testimony to the excellence of your amusing and harmonious entertainment. Wishing you success in your tour, dear Sir, yours very faithfully, Charles Coote, Pianist to his Grace.
Testimonial Advertising in the American Marketplace: Emulation, Identity, Community by Marina Moskowitz, Marlis Schweitzer