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

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.