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Author-as-franchise-product: Edgar Rice Burroughs Inc. and Tarzan™ as historical branded entertainment

Freeman, M (2015) 'Author-as-franchise-product: Edgar Rice Burroughs Inc. and Tarzan™ as historical branded entertainment.' In: Martí-Parreño, J, Ruiz-Mafé, C and Scribner, L.L, eds. Engaging consumers through branded entertainment and convergent media. IGI Global, Pennsylvania, pp. 53-73. ISBN 9781466683426

Abstract

This chapter explores the historical relationship between the branded media entertainment of Tarzan and the rise of consumer culture in the 1920s and 1930s. It argues that the successful licensing of this property across pulp magazines, comics, cinema, and radio reflected the embrace of brand-franchise logics throughout the business landscape of America at that time. I will document the industrial structures in place and those which evolved accordingly to enable Tarzan to be manufactured corporately and sold as narratively transmedial components of an historical branded media franchise. The chapter also analyses the function of Tarzan creator Edgar Rice Burroughs and his company, suggesting that his visibility as franchise-author played a crucial role in constructing these brand linkages between media products.

Item Type: Book Chapter or Section
Divisions: College of Liberal Arts
Date Deposited: 08 Jul 2015 21:27
Last Modified: 29 Apr 2016 13:27
URI: http://researchspace.bathspa.ac.uk/id/eprint/6291
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