Create It! Extend It!: Evolution of Comics Through Narrative Advertising

Create It! Extend It!: Evolution of Comics Through Narrative Advertising

Ugur Kılınç (Ondokuz Mayis University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch007
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Abstract

This study focuses on the historical process of DC Comics and Marvel Comics which are the leading companies that have made way for the comics to develop and take form in terms of advertising narrative. First of all, the history of DC Comics and Marvel Comics has been analyzed in a general framework in order to question the process in advertising history. At this point, the advertisements of these companies have been limited to the ones they have on the internet and the ones that give relevant data for the study. In addition to this, the study of narrative advertising of comics today, apart from the examples of DC Comics and Marvel Comics in their own cinematic universe, has been narrowed down to the Pegasus Airlines' commercial relating to Marvel Comics and Turkish Airlines' commercial relating to DC Comics. The result of a general review indicates that DC Comics and Marvel Comics have come to a turning point in terms of narrative advertising by creating a cinematic universe and with the means of new media becoming popular around the world.
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A Short View Of Dc Comics And Marvel Comics

When one looks at comics history that have come to life with the evolution of comic strips that have gone through on the back pages of newspapers, the traces of DC Comics and Marvel Comics can be seen as the basis. There is a chronology of comics history that is approved. This chronology is:

  • Golden Age of Comic Books (Late 1930’s – Mid-1950’s).

  • Silver Age of Comic Books (Mid-1950’s – 1970’s).

  • Bronze Age of Comic Books (1970’s – 1985’s).

  • Modern Age of Comic Books (Mid- 1980’s – Present).

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