國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁 到查詢結果 [ subject:"Shaw, Bernard," ]

切換: 標籤 | MARC模式 | ISBD

Bernard Shaw and modern advertisingp...

Shaw, Bernard, (1856-1950)

Bernard Shaw and modern advertisingprophet motives /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Bernard Shaw and modern advertisingby Christopher Wixson.
其他題名:	prophet motives /
作者:	Wixson, Christopher.
出版者:	Cham :Springer International Publishing :2018.
面頁冊數:	ix, 181 p. :ill., digital ;22 cm.
Contained By:	Springer eBooks
標題:	AdvertisingHistory
電子資源:	http://dx.doi.org/10.1007/978-3-319-78628-5
ISBN:	9783319786285$q(electronic bk.)

Bernard Shaw and modern advertisingprophet motives /
Wixson, Christopher.

Bernard Shaw and modern advertisingprophet motives /[electronic resource] :by Christopher Wixson. - Cham :Springer International Publishing :2018. - ix, 181 p. :ill., digital ;22 cm. - Bernard shaw and his contemporaries. - Bernard shaw and his contemporaries..

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.

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.

ISBN: 9783319786285$q(electronic bk.)

Standard No.: 10.1007/978-3-319-78628-5doiSubjects--Personal Names:

443317
Shaw, Bernard,
1856-1950--Criticism and interpretation.Subjects--Topical Terms:

819140
Advertising
--History

LC Class. No.: PR5367 / .W55 2018

Dewey Class. No.: 822.912

Bernard Shaw and modern advertisingprophet motives /
LDR:02385nmm a2200337 a 4500 001 540723
003 DE-He213
005 20190109162206.0
006 m d
007 cr nn 008maaau
008 190308s2018 gw s 0 eng d
020 $a 9783319786285$q(electronic bk.)
020 $a 9783319786278$q(paper)
024 7 $a 10.1007/978-3-319-78628-5 $2 doi
035 $a 978-3-319-78628-5
040 $a GP $c GP
041 0 $a eng
050 4 $a PR5367 $b .W55 2018
072 7 $a AN $2 bicssc
072 7 $a HBT $2 bicssc
072 7 $a PER011020 $2 bisacsh
082 0 4 $a 822.912 $2 23
090 $a PR5367 $b .W835 2018
100 1 $a Wixson, Christopher. $3 819139
245 1 0 $a Bernard Shaw and modern advertising $h [electronic resource] : $b prophet motives / $c by Christopher Wixson.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2018.
300 $a ix, 181 p. : $b ill., digital ; $c 22 cm.
490 1 $a Bernard shaw and his contemporaries
505 0 $a 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.
520 $a 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.
600 1 0 $a Shaw, Bernard, $d 1856-1950 $x Criticism and interpretation. $3 443317
650 0 $a Advertising $x History $3 819140
650 0 $a Marketing $x History $3 819141
650 1 4 $a Cultural and Media Studies. $3 732821
650 2 4 $a Theatre History. $3 739827
650 2 4 $a Drama. $3 179480
650 2 4 $a British and Irish Literature. $3 739789
650 2 4 $a Mass Media. $3 607252
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
830 0 $a Bernard shaw and his contemporaries. $3 763152
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-78628-5
950 $a Literature, Cultural and Media Studies (Springer-41173)