Endorsements in advertising a social history
"This exploration of modern endorsement advertising follows its evolution from a marginalized, mistrusted technique to a multibillion-dollar industry. The social history of endorsement advertising is examined in terms of changing ethical and governmental views, shifting business trends, and its...
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| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Jefferson, N.C. :
McFarland & Co
2005
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| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991010537849708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- Testimonials get off to a rocky start: the years to 1919
- Testimonials arrive, 1920s
- The ethics of testimonials, 1929
- The FTC looks askance: hollywood loves Lux soap, 1930s
- Endorsements hit a long slow period, 1940-1974
- Testimonials boom in the modern era, 1975-2003
- Athletes dominate the field, 1975-2003
- Legal points, government agencies, medical men
- And scams
- Mistakes, pitfalls, and bad boys
- Statistics, money, and effectiveness
- Conclusion.
