By Stephen Brown
ISBN-10: 1435600282
ISBN-13: 9781435600287
ISBN-10: 1904879306
ISBN-13: 9781904879305
Harry Potter fanatics, purchaser researchers, and dealers know about the enthralling model during this research, from its magical arrival at the publication scene in 1997 to its multibillion-dollar web worthy and penetration of the media international at the present time. attention-grabbing perception is equipped into the novel advertising and marketing ideas hired by way of Potter agents that helped the logo turn into one of many world's so much famous in a very brief time period. All facets of the Potter model are tested, together with the selling spin used with writer J.K. Rowling, the right-wing critics, and the heavily guarded contents of every new publication.
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Additional info for Wizard!: Harry Potter's Brand Magic (Great Brand Stories series)
Sample text
147) LITERARY INTERLUDE There is, I confess, a slight problem with this line of argument. Literary types repeatedly tell us that we shouldn’t confuse the “real” author with what appears in the books. It is unfair therefore to infer that Rowling is a marketer in disguise. Doing so is the scribbling equivalent of mistaking soap-opera characters for living, breathing people, or expecting stand-up comedians to be amusing in real life, or imagining that supermodels look the way they do in upmarket magazines.
Pottermania is a perpetual promotion machine where each storytelling element fuels the PR fire and the PR fire further fuels the PR fire. Not only is Harry Potter marketed, the marketing of Harry Potter is marketed. When each book launch comes round – be it soft cover, clothbound, special edition or completely new title – the hawking of Harry forms part of the story. This selling story, it must be stressed, is not a sideshow. It is central to the whole Potter phenomenon. ) Interest, in other words, that would have been withheld from a less risky publishing venture, interest that served to spread the word and build a buzz, interest that helped ensure Scholastic’s gamble paid off.
D. Salinger, Thomas Pynchon and Don DeLillo demonstrate, there’s nothing more newsworthy than a newswary celebrity. It doesn’t end with teasing. Rowling is a natural in another sense. She is aware of her corporate social responsibilities. She gives generously to charities including Comic Relief and the Multiple Sclerosis Society, works tirelessly on behalf of the National Council for One Parent Families, and has spoken out on controversial issues such as student grants, welfare reform and the maltreatment of disabled children in Eastern Europe.
Wizard!: Harry Potter's Brand Magic (Great Brand Stories series) by Stephen Brown
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