REMINDER: CALL FOR PAPERS: EDITED VOLUME
Culture of Emulation: The Role of Testimonials in the American Marketplace
Call for Papers Date:
Do Americans buy Nike shoes because Michael Jordan wears them? Do they buy sandwiches at Subway because the everyman Jared has lost weight while enjoying them on a regular basis? While the relationship between the endorser and the potential consumer may seem distant or obscure, corporation spend millions of dollars a year on advertising campaigns that feature testimonials. Satisfied consumers hold one key that producers and marketers do not; they can offer a narrative of the product in use. While all advertisements offer the promise of the product in some form or another, testimonials confirm that this promise comes true.
We are seeking contributions for an edited collection of essays on the subject of testimonials, from the development of their use in the nascent advertising industry of the nineteenth century to the present day. This book project is intended to engage both academics and popular readers, drawing together those interested in both business and culture. Our aim is to foster a discussion about the ways in which testimonial advertising contributes to modern cultural attitudes about celebrities, advice, and the consumption of brand-name goods and services. Treating the consumer as neither the victim nor the empowered foe of corporate practices, we hope to take a middle path by exploring the negotiation between consumer and producer.
The collection of approximately twelve essays will include a variety of perspectives including (but certainly not limited to):
specific industries’ use of testimonials
the personalities involved in offering endorsements
the use of testimonials in business-to-business advertising
the role of advertising firms
the establishment of networks of consumers
the varied media through which testimonials are expressed
‘negative’ testimonials such as consumer boycotts.
If you are interested in contributing to this project, please send a 1-page proposal and 1-page c.v. by 1 September 2004 to the enclosed hotmail address. For further information, feel free to contact us.
Mystic Seaport Museum
University of Glasgow
University of Toronto
Send comments and questions to H-Net
Webstaff. H-Net reproduces announcements that have been submitted to us as a
free service to the academic community. If you are interested in an announcement
listed here, please contact the organizers or patrons directly. Though we strive
to provide accurate information, H-Net cannot accept responsibility for the text of
announcements appearing in this service. (Administration)