While reading X-Men (Lee, 1963) I was surprised to see explicit brand references. In comparison to the other comics we have read this semester this was the first time I noticed the mention of specific brands within a comic, and advertisements promoting something other than the comic itself. On page 16, panel 3 The Beast says, "Brrr! I don't mind ice cubes, but I like 'em in a coke, not ticklin' my arm!" making a direct reference to the soda, Coke. On page 20, panel 1 The Beast references the Harlem Globe-Trotters saying, "Right in the ol' pocket, kid! Hey, maybe we'll challenge the Harlem Globe-Trotters some day, eh?".
I wonder if the inclusion of specific products in the comic was an incentive taken by the comic artists to increase revenue through advertising, or if the mention of specific brands was a tool used to ground the story within the real world, similar to the story's setting in "New York's Westchester County" (15). Perhaps more generally, the mention of brands likely identifiable and appealing to children was a way to garner readership and make the X-Men increasingly humanistic and therefore relatable to audiences.
Naomi,
ReplyDeleteGood catch! I didn't even notice the brand references. And maybe my inability to notice the product placement speaks to this new comic - a comic about teenagers who are just as immersed in pop culture as their readers. I don't think the references were included with the intention of gaining revenue. I also don't think the references were included with the intention of relating to the comic's youthful readers. I think that pop culture is so engrained in our everyday lives that the comic's creators couldn't help but include the brands. The brands are mentioned in everyday speech, so why not mention them in the comic's dialogue?
I too will applaud you on your good catch, Naomi! I missed those references too, and I think that including Coke in conversation is very natural, it's something I would do, and it's hard for me to believe that one of their two advertisement contributors was the Globe Trotters, so I'm leaning towards their use as mere grounding in the reality of a teenagers life. The only reason I'm not utterly convinced is because Coke is bolded in Beasts bubble, and the content sounds very much like stereotypical product placement. Maybe the Beast was simply weakminded and his brain was corruptible to the indoctrination of advertising.
ReplyDeleteI too will applaud you on your good catch, Naomi! I missed those references too, and I think that including Coke in conversation is very natural, it's something I would do, and it's hard for me to believe that one of their two advertisement contributors was the Globe Trotters, so I'm leaning towards their use as mere grounding in the reality of a teenagers life. The only reason I'm not utterly convinced is because Coke is bolded in Beasts bubble, and the content sounds very much like stereotypical product placement. Maybe the Beast was simply weakminded and his brain was corruptible to the indoctrination of advertising.
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