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The “Glorification” of Eugen Sandow How Florenz Ziegfeld, Jr. “Sold” a Celebrity Bodybuilder.

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Presentation on theme: "The “Glorification” of Eugen Sandow How Florenz Ziegfeld, Jr. “Sold” a Celebrity Bodybuilder."— Presentation transcript:

1 The “Glorification” of Eugen Sandow How Florenz Ziegfeld, Jr. “Sold” a Celebrity Bodybuilder

2 I. Promoting Sandow Using prominent Chicago women to pump SandowUsing prominent Chicago women to pump Sandow --Mrs. Potter Palmer --Mrs. George Pullman Staged Interview with the Chicago Daily NewsStaged Interview with the Chicago Daily News

3 II. Selling Sandow Playing upon Sandow’s sex appealPlaying upon Sandow’s sex appeal Sandow’s “classical” posesSandow’s “classical” poses Exploitation of gossip columnsExploitation of gossip columns Free publicity through court casesFree publicity through court cases

4 III. The Advertising “Formula” Ziegfeld’s formula for maximum publicityZiegfeld’s formula for maximum publicity --special demonstration for local doctors --lifting volunteers Aim was to gain endorsements from local physiciansAim was to gain endorsements from local physicians

5 III. The Advertising “Formula” (cont.) Newspaper advertisingNewspaper advertising Use of vivid and tantalizing wordsUse of vivid and tantalizing words -- “A Congress of Wonders” -- “The World Knows Not His Equal” Autographed pictures and challenges to the audienceAutographed pictures and challenges to the audience

6 IV. Learning from Sandow Profitability of Sandow for ZiegfeldProfitability of Sandow for Ziegfeld A special partnershipA special partnership Application of advertising formula to the Ziegfeld FolliesApplication of advertising formula to the Ziegfeld Follies Sandow the Celebrity—thanks to ZiegfeldSandow the Celebrity—thanks to Ziegfeld


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