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Bernard Shaw and His Contemporaries

Bernard Shaw and Modern Advertising

Prophet Motives

Authors: Wixson, Christopher

  • Represents the first book to focus solely on Shaw’s participation in major ad campaigns for other products, and his complex understanding of the concept of  'advertising'
  • Employs rarely seen source material from trade journals belonging to the burgeoning field of professional advertising, medical journals, and internal agency publications
  • Explores the origins of contemporary techniques of celebrity marketing
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Buy this book

eBook $64.99
price for USA (gross)
  • ISBN 978-3-319-78628-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $84.99
price for USA
  • ISBN 978-3-319-78627-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

Christopher Wixson is Professor of English and Theatre Arts at Eastern Illinois University, USA. He teaches advanced courses in early modern drama and modernism, script analysis and dramaturgy, and general education courses in writing and literature. He has published widely on twentieth-century British and American drama and is General Editor of SHAW: The Journal of Bernard Shaw Studies.

Reviews

“In today’s culture so awash in celebrity endorsements, this clearly written study is illuminating, informative, and timely. It should prove most useful to scholars and students not only of Shaw, but also of media studies and cultural studies. It is a worthy addition to the very fine Bernard Shaw and His Contemporaries series.” (Sally Peters, author of the Choice award-winning biography Bernard Shaw: The Ascent of the Superman)

Table of contents (5 chapters)

  • Introduction: “Press as Corrected, G.B.S.”

    Wixson, Christopher

    Pages 1-30

  • Prescription and Petrifaction: Proprietary Medicine, Health Marketing, and Misalliance

    Wixson, Christopher

    Pages 31-57

  • “The Shadow of Disrepute”: G.B.S. and Testimonial Marketing

    Wixson, Christopher

    Pages 59-91

  • “The Biggest Scoop in Advertising History”: Personality Marketing, G.B.S., and the Near-Testimonial

    Wixson, Christopher

    Pages 93-132

  • “Those Magic Initials, G.B.S.”: Copywriting for the Irish Clipper

    Wixson, Christopher

    Pages 133-162

Buy this book

eBook $64.99
price for USA (gross)
  • ISBN 978-3-319-78628-5
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $84.99
price for USA
  • ISBN 978-3-319-78627-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Bernard Shaw and Modern Advertising
Book Subtitle
Prophet Motives
Authors
Series Title
Bernard Shaw and His Contemporaries
Copyright
2018
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-78628-5
DOI
10.1007/978-3-319-78628-5
Hardcover ISBN
978-3-319-78627-8
Edition Number
1
Number of Pages
IX, 181
Number of Illustrations and Tables
8 b/w illustrations
Topics