This paper argues that the industrial contexts of re-imagining, or transforming, literary icons deploy the promotional strategies that are associated with what are usually seen as lesser, or purely commercial, genres. Promotional paratexts reveal transformations of content that position audiences to receive them as creative innovations, superior in many senses to their literary precursors due to the distinctive expertise of creative professionals. Analysing Spielberg's film, The Adventures of Tintin (2011), and Andrew Motion's fictional continuation of Stevenson's Treasure Island, it argues that literary fiction and cinematic texts associated with celebrated authors or auteurist producer-directors share branding discourses characteristic of contemporary consumer culture.
Notes
This paper continues my body of work on the industrial contexts of children's content production and marketing communications associated with media texts.
Language
eng
Field of Research
200104 Media Studies 200503 British and Irish Literature 1902 Film, Television And Digital Media 2001 Communication And Media Studies 2002 Cultural Studies
Socio Economic Objective
970119 Expanding Knowledge through Studies of the Creative Arts and Writing
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