Bernard Shaw and Modern Advertising

by Christopher Wixson

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  Biggs, Murray. “Shaw’s Recruiting Pamphlet.” SHAW: The Annual of Bernard Shaw Studies 28 (2008): 107–11. Print.

  Blake, Gerald. “Un-sinned Sins.” Advertising and Selling 23.2 (24 May 1934): 22, 24. Print.

  Bodkins, Odds. “The 8pt. Page.” Advertising & Selling 16.9 (4 March 1931): 46. Print.

  Brecht, Bertolt. “Ovation for Shaw.” Trans. Gerhard H. W. Zuther. Modern Drama 2.2 (Summer 1959): 184–7. Print.

  “British Trade Can Win Through—By Constructive Advertising.” Commercial Art 9.54 (1 December 1930) and 10.56 (1 February 1931): 8. Print.

  Cadby, Carine, and Will. “London Letter.” Photo-Era Magazine: The American Journal of Photography 62 (January–June 1929): 334. Print.

  Calkins, Earnest Elmo. “A Ballyhoo for Babbitt.” Printers’ Ink 121 (12 October 1922): 89–90, 93.

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  Chappelow, Allan, ed. Shaw the Villager and Human Being: A Biographical Symposium . London: Charles Skilton Ltd., 1961. Print.

  Chesterton, G. K. George Bernard Shaw . London: John Lane, 1910. Print.

  “Chesterton on Shaw.” The Nation (21 October 1909): 375. Print.

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  Colbourne, Maurice. The Real Bernard Shaw . New York: Dodd, Mead & Company, 1940. Print.

  “Copywriter.” The New Yorker (31 July 1948): 13–14. Print.

  “Copywriting or Paid Testimonial?” Advertiser’s Weekly 61.823 (8 March 1929): 393. Print.

  Davis, Tracy. “Shaw’s Interstices of Empire: Decolonizing at Home and Abroad.” In The Cambridge Companion to Bernard Shaw . Ed. Christopher Innes. Cambridge: Cambridge University Press, 1998. 218–39. Print.

  Dickinson, Roy. “What the Consumer Thinks of the Modern Testimonial.” Printers’ Ink 146.13 (28 March 1929): 17–20. Print.

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  Duba, Frank. “‘The Genuine Pulpit Article’: The Preface to Man and Superman .” SHAW: The Annual of Bernard Shaw Studies 25 (2005): 221–40. Print.

  Dublin Journal of Medical Science 125 (January–June 1908). Dublin: Fannin & Company Ltd., 1908. 239–40. Print.

  Eaton, Esther. “Making the World ‘Sleep Conscious’: Fifteen Famous Men Talk on Sleep Through Simmons Advertising.” JWT Co. News Letter 11.47 (1 December 1929): 1, 3. Print.

  Egbert, James W. “Making the Testimonial Worth More.” Printers’ Ink 77.8 (23 November 1911): 76–8. Print.

  ———. “What Makes a Good Testimonial.” Printers’ Ink 77. 2 (12 October 1911): 44, 46. Print.

  “An Epitome of Current Medical Literature.” The British Medical Journal 2 (1908): 40. Print.

  Ervine, St. John. Bernard Shaw: His Life, Work and Friends . New York: William Morrow & Company, 1956. Print.

  Eveleigh, David J. Bogs, Baths, and Basins: The Story of Domestic Sanitation . Thrupp: Sutton Publishing, 2002. Print.

  Everding, Robert G. “Shaw and the Popular Context.” In The Cambridge Companion to George Bernard Shaw . Ed. Christopher Innes. Cambridge: Cambridge University Press, 1998. 309–33. Print.

  “Fifty Years 1888–1938.” Printers’ Ink 184.4 (28 July 1938): Section Two. Print.

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  “Focus: The Legal and Personality Department.” Round the Square (August 1956): 7–9. Print.

  Ford, Corey. “A Meeting of the Endorsers’ Club.” The New Yorker (11 May 1929): 19–20. Print.

  Ford, Ronald, ed. The Letters of Bernard Shaw to “The Times . ” Dublin: Irish Academic Press, 2007. Print.

  “Formaldehyde Lozenges.” Journal of the American Medical Association 73.14 (4 October 1919): 1077. Print.

  “Formamint.” Journal of the American Medical Association 65.9 (28 August 1915): 816–19. Print.

  “Formamint: The So-Called Germ-Killing Throat Tablet.” Journal of the American Medical Association 58.8 (24 February 1912): 572. Print.

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  “Free Irish Air.” Time 51.25 (21 June 1948): 90. Print.

  Freeman, William M. The Big Name . New York: Printers’ Ink Books, 1957. Print.

  Gainor, J. Ellen. “Bernard Shaw and the Drama of Imperialism.” In The Performance of Power: Theatrical Discourse and Politics . Eds. Sue-Ellen Case and Janelle G. Reinelt. Iowa City: University of Iowa Press, 1991. 56–74. Print.

  Gardner, H. S. “The Paid Testimonial Is Taking the Cure.” Advertising & Selling 13.12 (17 April 1929): 17–18, 46. Print.

  “German Patents and Trademarks in England.” Scientific American 3.20 (14 November 1914): 402. Print.

  Gibbs, A. M. Bernard Shaw: A Life . Gainesville: University Press of Florida, 2005. Print.

  ———. A Bernard Shaw Chronology . New York: Palgrave MacMillan, 2001. Print.

  ———, ed. Shaw: Recollections and Interviews . London: Macmillan, 1990. Print.

  Goldman, Jonathan. “Celebrity.” In George Bernard Shaw in Context . Ed. Brad Kent. Cambridge: Cambridge University Press, 2015. 255–64. Print.

  ———. Modernism Is the Literature of Celebrity . Austin: University of Texas Press, 2011. Print.

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  Grene, Nicholas, and Dan. H. Laurence, eds. Shaw, Lady Gregory, and the Abbey . Gerrards Cross: Colin Smythe, 1993. Print.

  Gruber, L. Fritz. “Englische Schaufenster (English Shop Windows).” Gebrauchsgraphik: International Advertising Art 15.11 (1 November 1938): 57–63. Print.

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  “H. G. Wells and Harrods.” The New York Times (14 March 1929): 15. Print.

  “H. G. Wells on Advertising.” Printers’ Ink 216.8 (23 August 1946): 126. Print.

  Hackett, Francis. “The Post-Victorians.” The Bookman 71.1 (March 1930): 20–6. Print.

  Hamon, Augustus. Bernard Shaw: The Twentieth Century Molière . Trans. Eden and Cedar Paul. New York: Frederick A. Stokes Company Publishers, 1916. Print.

  Harn, O. C. “Who Is Going to Clean Up This Testimonial Mess?” Printers’ Ink 146.12 (21 March 1929): 3–6, 181–7. Print.

  Hegglund, Jon. “Defending the Realm: Domestic Space and Mass Cultural Contamination in Howards End and An Englishman’s Home .” English Literature in Transition 1880–1920 40.4 (1997): 398–423. Print.

  Henderson, Archibald. George Bernard Shaw: Man of the Century . New York: Da Capo Press, 1972. Print.

  Hilmes, Michelle. Hollywood and Broadcasting: From Radio to Cable . Champaign: University of Illinois Press, 1999. Print.

  Holroyd, Michael. Bernard Shaw: The One Volume Definitive Edition . New York: Random House, 1997. Print.

  ———. Bernard Shaw, Volume One: 1856–1898: The Search for Love . New York: Vintage Books, 1988. Print.

  ———. Bernard Shaw , Volume Two: 1898–1918: The Pursuit of Power . New York: Vintage Books, 1989. Print.

  Honeycombe, Gordon. Selfridges: Seventy-Five Years, The Story of the S
tore, 1909–1984 . London: Park Lane Press, 1984. Print.

  Hotchkiss, George Burton. Advertising Copy . New York: Harper & Brothers Publishers, 1924. Print.

  “How Advertising Has Helped to Build the House of Harrods.” The Newspaper World and Advertising Review 2674 (23 April 1949): 113–14. Print.

  “How Well Do You Know Your JWT’ERS?: ‘Thumb-Nail Sketch’ of Gelston Hardy.” The J.W.T. News 3.49 (6 December 1948): 6. Print.

  “How Well Do You Know Your JWT’ERS?: ‘Thumb-Nail Sketch’ of Dorothea Campbell Blaker (London).” The J.W.T. News 2.43 (27 October 1947): 6. Print.

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  Hurd, Charles W. “How Price Maintenance of One Article Helps Another.” Printers’ Ink 83.2 (10 April 1913): 65–6, 69. Print.

  “Ingenious Advertising.” New York Times (15 March 1929): 18. Print.

  Ionesco, Eugène, and Jack Undank. “The Tragedy of Language: How an English Primer Became My First Play.” The Tulane Drama Review 4.3 (March 1960): 10–13. Print.

  “Irish Refuse to Give a Degree to Shaw.” New York Times (13 March 1929): 4. Print.

  Jaffe, Aaron. Modernism and the Culture of Celebrity . New York: Cambridge University Press, 2005). Print.

  Jennings, H. R. Our Homes and How to Beautify Them . London: Harrison & Sons, 1902. Print.

  The J.W.T. News 1.29 (16 December 1946): 4. Print.

  The J.W.T. News 3.25 (21 June 1948): 1. Print.

  The J.W.T. News 3.28 (12 July 1948): 1. Print.

  The J.W.T. News 3.31 (2 August 1948): 5. Print.

  The J.W.T. News 4.34 (22 August 1949): 1. Print.

  Kandela, Peter. “The Rise and Fall of the Turkish Bath in Victorian England.” Journal of Dermatology 39 (2000): 70–4. Print.

  Kaplan, Joel H., and Sheila Stowell. Theatre and Fashion: Oscar Wilde to the Suffragettes . Cambridge: Cambridge University Press, 1994. Print.

  Kellogg, J. H. “Are We a Dying Race?” Good Health: A Journal of Hygiene 33.1 (January 1898): 1–4. Print.

  Kent, Brad. “Bernard Shaw, the British Censorship of Plays, and Modern Celebrity.” English Literature in Transition, 1880–1920 57.2 (2014): 231–53. Print.

  ———. “Shaw’s Everyday Emergency: Commodification in and of John Bull’s Other Island .” SHAW: The Annual of Bernard Shaw Studies 26 (2006): 162–79. Print.

  Kinder, John. “Marketing Disabled Manhood: Veterans and Advertising Since the Civil War.” In Phallacies: Historical Intersections of Disability and Masculinity . Eds. Kathleen M. Brian and James W. Trent, Jr. Oxford: Oxford University Press, 2017. 93–125. Print.

  Kropff, H. F. J. “The Tables Turned or Harrods and the Three Great English Authors.” Trans. E. T. Scheffauer. Gebrauchsgraphik: International Advertising Art 6.9 (1 September 1929): 47–51. Print.

  Laurence, Dan H. Bernard Shaw: A Bibliography . Oxford: Clarendon Press, 1983. Print.

  Lears, Jackson. Fables of Abundance: A Cultural History of Advertising in America . New York: Basic Books, 1994. Print.

  ———. “Uneasy Courtship: Modern Art and Modern Advertising.” American Quarterly 39.1 (Spring 1987): 133–54. Print.

  Lewis, Sinclair. “Sinclair Lewis Looks at Advertising.” Advertising & Selling 13.2 (15 May 1929): 17–18, 60, 62, 64–66. Print.

  Lister, Harold. “Health for Intellectuals.” The New Age 13.9 (26 June 1913): 228. Print.

  “The London Education Act 1903: How To Make the Best of It.” Fabian Tract No. 117. London: The Fabian Society, February 1904. Print.

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  Loving, Pierre. “Autumn.” The Drama 13 (November 1922): 61–3. Print.

  Luce, Henry Robinson. “Holy Ghost.” Time 13.12 (25 March 1929): 51. Print.

  Lynd, Robert. Old and New Masters . New York: Charles Scribner’s Sons, 1919. Print.

  MacCannell, Dean. The Tourist: A New Theory of the Leisure Class . Berkeley: University of California Press, 1999. Print.

  Mahin, John Lee. “Advertising—A Form of Organized Salesmanship.” Printers’ Ink 70 (30 March 1910): 5. Print.

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  Martin, Gustavo A. Rodríguez. “‘I Often Quote Myself’ (and Others): Modified Quotations in the Plays of Bernard Shaw.” SHAW: The Annual of Bernard Shaw Studies 31 (2011): 192–206. Print.

  McKenna, E. “The Dramatization of Advertising Ideas.” Printers’ Ink 112. 8 (19 August 1920): 93–6. Print.

  McKenzie, Malcolm. “Jaeger: Health Gospel of 1884, Fashion Movement of 1937.” Commercial Art 23.134 (1 August 1937): 42–57.

  McEwan, Alice. “Commodities, Consumption, and Connoisseurship: Shaw’s Critique of Authenticity in Modernity.” SHAW: The Journal of Bernard Shaw Studies 35.1 (November 2015): 46–85. Print.

  ———. “George Bernard Shaw and His Writing Hut: Privacy and Publicity as Performance at Shaw’s Corner.” Interiors 2.3 (2011): 333–56. Print.

  ———. “‘The ‘Plumber-Philosopher’: Shaw’s Discourse on Domestic Sanitation.” SHAW: The Annual of Bernard Shaw Studies 34 (2014): 75–107. Print.

  McVoy, F. “Harrods of London Score the Biggest Scoop in Advertising History.” Printed Salesmanship 53.3 (May 1929): 214–15, 274–6. Print.

  Michalos, Alex C., and Deborah C. Poff, eds. Bernard Shaw and the Webbs . Toronto: University of Toronto Press, 2002. Print.

  Mills, John A. Language and Laughter: Comic Diction in the Plays of Bernard Shaw . Tucson: University of Arizona Press, 1969. Print.

  Minney, R. J. The Bogus Image of Bernard Shaw . London: Leslie Frewin, 1969. Print.

  Moffett, James C. “Should Advertisements Be ‘Signed,’ Like Articles.” Printers’ Ink 76.1 (6 July 1911): 58, 60–1. Print.

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  “Motor-Car Posters: Selections from Different Nations.” Commercial Art Vol. 1. London: The Studio Limited, 1926. 208–13. Print.

  “Mr. Bernard Shaw on Formamint.” Collier’s 53 (5 December 1914): 26. Print.

  “Mr. Charles Chassé Investigates Bernard Shaw’s Philosophy.” New York Times (13 December 1908): SM4. Print.

  “Mr. Resor Leads Discussion on ‘Personality Advertising’.” The J. Walter Thompson News Letter 10.8 (13 April 1928): 137–50. Print.

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  Ochshorn, Kathleen. “Colonialism, Postcolonialism, and the Shadow of a New Empire: John Bull’s Other Island .” SHAW: The Annual of Bernard Shaw Studies 26 (2006): 180–93. Print.

  O’Meara, Walter. “On a Phase of Copy Style.” The J. Walter Thompson News Bulletin 110 (December 1924): 11–13. Print.

  Orman, Felix. “Picture Advertising Is ‘Flash’ Advertising.” Advertising & Selling 28.28 (15 March 1919): 11. Print.

  O’Toole, Fintan. Judging Shaw: The Radicalism of GBS . Dublin: Prism, 2017. Print.

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  Palmer, John. “George Bernard Shaw: Harlequin or Patriot?” The Century Magazine 89 (November 1914–April 1915): 768–82. Print.

  Peters, Sally. “Shaw’s Life: A Feminist in Spite of Himself.” In The Cambridge Companion to George Bernard Shaw . Ed. Christopher Innes. Cambridge: Cambridge University Press, 1998). 3–24. Print.

  Phelan, Mark. “‘Authentic Reproductions’: Staging the ‘Wild West’ in Modern Irish Drama.” Theatre Journal 61.2 (May 2009): 235–48. Print.

  Phillips, Terry. “Shaw, Ireland, and World War 1: ‘O’Flaherty V.C.’, An Unlikely Recruiting Play.” SHAW: The Annual of Bernard Shaw
Studies 30 (2010): 133–46. Print.

  “A Philosopher’s Ideas About Sleep.” Time 13.18 (6 May 1929): 29. Print.

  “Plug for Airways Written by Shaw.” New York Times 28.4 (17 June 1948): 28. Print.

  Powell, Helen. “Advertising Agencies and Their Clients.” In The Advertising Handbook , 3rd edition. Eds. Helen Powell, Jonathan Hardy, Sarah Hawkin, and Iain MacRury. London: Routledge: 2009. 13–23. Print.