M. Moskowitz – författare

This collection brings together essays that explore the history and practices of testimonial marketing in the United States from the mid-nineteenth century to the present day.

This book explores the history and practice of testimonial advertising in the United States from the mid-nineteenth century to the present day, addressing a surprising lack of scholarship on this enduring and pervasive marketing tool. Treating consumers as neither the victims nor the empowered foes of corporate practices, the authors gathered here contribute to new scholarship at the intersection of cultural and business history by examining how testimonials mediate negotiations between producers and consumers and shape modern cultural attitudes about social identity, advice, community, celebrity, and the consumption of brand-name goods and services.

While historians have explored the impact on workers of changes in American business, the broader impact on other cultural forms, and vice versa, has not been widely studied. This anthology contributes to the debate at the intersection of business history and the study of cultural forms, ranging from material to visual culture to literature.