Is There a Text in This Advertising Campaign?: Literature, Marketing, and Harry Potter.

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  • Additional Information
    • Subject Terms:
      HARRY Potter book series
    • Subject Terms:
      ROWLING, J. K., 1965-
    • Abstract:
      Explores the success of J.K. Rowling's "Harry Potter" books as a marketing phenomenon and a literary phenomenon. Context of the changing children's literature industry; View that "Harry Potter" is a contemporary capitalist phenomenon; Child-consumer capitalism; Corporate influences on children's literature; Intellectual property and children's literature; Trademark versus copyright; Claim that "Harry Potter" as an agent of multinational capitalism; Rowling's response to the marketplace.