Bernard Shaw and Modern Advertising Prophet Motives /

• Main Author: Wixson, Christopher (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2018.
• Edition: 1st ed. 2018.
• Series: Bernard Shaw and His Contemporaries
• Subjects: Theater-History.; Drama.; British literature.; Communication.; Theatre History.; British and Irish Literature.; Media and Communication.

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...

Table of Contents:

• 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.