000 03172cam a22004214i 4500
005 20211103195007.0
008 050418s2005 ncua b 001 0 eng d
010 _a 2005001968
011 _aBIB MATCHES WORLDCAT
020 _a078642043X
_qsoftcover (alk. paper)
020 _a9780786420438
_qsoftcover (alk. paper)
035 _a(ATU)b10989225
035 _a(DLC) 2005001968
035 _a(OCoLC)57515046
040 _aDLC
_beng
_erda
_dATU
042 _apcc
043 _an-us---
050 0 0 _aHF5831
_b.S44 2005
082 0 0 _a659.1042
_222
100 1 _aSegrave, Kerry,
_d1944-
_eauthor.
_9418815
245 1 0 _aEndorsements in advertising :
_ba social history /
_cKerry Segrave.
264 1 _aJefferson, N.C. :
_bMcFarland & Co.,
_c2005.
300 _avii, 231 pages :
_billustrations ;
_c23 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references.
505 0 0 _g1.
_tTestimonials get off to a rocky start : the years to 1919 --
_g2.
_tTestimonials arrive, 1920s --
_g3.
_tThe ethics of testimonials, 1929 --
_g4.
_tThe FTC looks askance : Hollywood loves lux soap, 1930s --
_g5.
_tEndorsements hit a long slow period, 1940-1974 --
_g6.
_tTestimonials boom in the modern era, 1975-2003 --
_g7.
_tAthletes dominate the field, 1975-2003 --
_g8.
_tLegal points, government agencies, medical men, and scams, 1975-2003 --
_g9.
_tMistakes, pitfalls, and bad boys, 1975-2003 --
_g10.
_tStatistics, money, and effectiveness, 1975-2003 --
_g11.
_tConclusion --
_gApp. A.
_tPrevalence of endorsement ads : selected years, selected publications, 1926-1998 --
_gApp. B.
_tLux soap ads endorsed by Hollywood actors in variety, 1932-1949 --
_gApp. C.
_tEndorsement contracts of the Dionne Quintuplets through early 1937 --
_gApp. D.
_tHighest paid athletes from sports and endorsements, 1990, estimated --
_gApp. E.
_tCelebrity endorsers by company, February 1996.
520 _a"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 relationship to the growth of modern media, while the money involved and the question of effectiveness are scrutinized"--Provided by publisher.
520 1 _a"This history follows endorsement advertising's growth and changes, and examines the industry in terms of changing ethical and governmental views. It tracks popular attitudes toward product testimonials as well as the impact of this kind of advertising on business and society."--BOOK JACKET.
588 _aMachine converted from AACR2 source record.
650 0 _aAdvertising
_xMoral and ethical aspects
_zUnited States
_xHistory
_y20th century.
650 0 _aAdvertising
_zUnited States
_xHistory
_y20th century.
907 _a.b10989225
_b20-03-18
_c27-10-15
998 _a(2)b
_a(2)c
_b20-03-18
_cm
_da
_feng
_gncu
_h0
945 _a659.1042 SEG
_g1
_iA265840B
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_lcmain
_o-
_p$54.78
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942 _cB
999 _c1158018
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