| 書目名稱 | Testimonial Advertising in the American Marketplace | | 副標題 | Emulation, Identity, | | 編輯 | Marlis Schweitzer,Marina Moskowitz | | 視頻video | http://file.papertrans.cn/904/903371/903371.mp4 | | 圖書封面 |  | | 描述 | This book explores the history and practice of testimonial advertising in the United States from the mid-nineteenth century to the present day, addressing a surprising lack of scholarship on this enduring and pervasive marketing tool. Treating consumers as neither the victims nor the empowered foes of corporate practices, the authors gathered here contribute to new scholarship at the intersection of cultural and business history by examining how testimonials mediate negotiations between producers and consumers and shape modern cultural attitudes about social identity, advice, community, celebrity, and the consumption of brand-name goods and services. | | 出版日期 | Book 2009 | | 關鍵詞 | Advertising; marketing; USA | | 版次 | 1 | | doi | https://doi.org/10.1057/9780230101715 | | isbn_softcover | 978-1-349-37929-3 | | isbn_ebook | 978-0-230-10171-5 | | copyright | Marlis Schweitzer and Marina Moskowitz 2009 |
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