Sherlock Holmes in Advertising

This fascinating book explores the way that Sherlock Holmes has been appropriated by British businesses to advertise everything from carpets and tyres, to honey and whisky. Somerset Maugham believed that Holmes had survived so long in the public imagination because Arthur Conan Doyle had hammered the detective's idiosyncracies into the minds of his readers with the same pertinacity as the great advertisers use to proclaim the merits of their soap, beer or cigarettes'. Linking Holmes with consume