Dr. A.C. Daniels Co., Bag Balm, and Shania Twain the “Saviour”?

Type of resource
Author/collaborator
Title
Dr. A.C. Daniels Co., Bag Balm, and Shania Twain the “Saviour”?
Abstract
In November 1999, London’s Daily Telegraph ran a story, in which Canadian singing sensation Shania Twain gave a beauty tip to her interviewer. She confessed that for hair and skin conditioning she used Bag Balm, an animal product for veterinary use only. The author notes that the newspaper article was immediately circulated throughout the world by print, radio, television and Internet sources. He expalins that the manufacturer of the product, Dr. A.C. Daniels Co. of Stanstead, Quebec, was instantly inundated with sales orders for Bag Balm, having to face what is now known as the “Shania Crisis” or the “Shania Effect”. The author discusses the company, the product – Bag Balm – and numerous related and interconnected communicational variables. His study reflects how such factors as word-of-mouth, word-of-mouse, referential density, indexical meanings, intertextuality and the ways that celebrity endorsements have affected a somewhat obscure, two-person company located in Stanstead Quebec.
Publication
Journal of Eastern Townships Studies / Revue d'études des Cantons-de-l'Est
Volume
No. 24
Pages
69-85
Date
Spring 2004
Language
en
URL
Citation
MacGregor, Robert M. “Dr. A.C. Daniels Co., Bag Balm, and Shania Twain the ‘Saviour’?” Journal of Eastern Townships Studies / Revue d’études des Cantons-de-l’Est No. 24 (Spring 2004): 69–85. http://www.etrc.ca/journal/jets-archive/.
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