Advertising in Harry Potter
For my last journal, I looked at Phillip Nel’s article “Is There a Text in This Advertising Campaign Literature.” I do believe and agree that advertising is key within our culture. Growing up, every movie or show that came out had at least some kind of toy or game that came out as well. Now that I think of it, it would be weird if merchandise like that was not around, as a culture we are so accustomed to mass production and mass marketing. We obsess over these series and manage to produce more and more of these marketing ploys. Our society is full of consumers and we keep getting further and further into this lifestyle. It is true that corporate influences have taken over things such as children’s literature and turned it into a multi-million-dollar business.
The laws in trademark and copy right are very interesting. “Warner Brothers markets such a wide variety of Harry Potter products because the American entertainment industry relies more on trademark law than on copyright law,” (239). Trademark is stronger than copyright. Copyright law protects authors and artists whereas trademark law protects products and the makers attached to those products. Trademarks last as long as they remain in use and a copyright only lasts for a fixed period of time. Trademark allows for the customers to get a more authentic product rather than a fraud one. These laws are very important in advertising. The Harry Potter series is really more of a ploy to help capitalism more than uphold values such as artistic or moral.
Within none of the Harry Potter books in the U.S. does a copyright law appear. In the U.S. authors do not have moral rights, instead it all about the all mighty dollar. Rowling has taken great steps in deciding how her characters and stories are marketed. She has put restrictions on how her characters can be used within toys and advertising. She made a deal with Coca Cola that won’t let them be shown drinking coke. Instead of using them in that way, Coca Cola has produced a campaign called “Live in the Magic” which provides 10,000 classroom library collections for at risk schools. They have also provided grants to help interest children in reading. Another interesting thing here in the U.S. is the way these products are marketed. Toy companies such as Mattel call action figures “collectible characters” to make them seem more appealing to everyone.
Some could say the Harry Potter series is really all about monetary success. J.K. Rowling doesn’t let the money affect her though. We see it within the series, the Malfoys pride themselves on their wealth and make others feel bad while the Dursley’s are superficial in trying to please everyone, Harry doesn’t let stuff like that bother him. I think Rowling and Harry share a similar background and don’t make money their key to a happy life. I like that Rowling has used her success in benefiting others. When she signs deals with companies such as Coca Cola, she is level headed and wants to benefit children. After all, these books were intended to be children literature, not a capitalistic marketing ploy brought on by big companies.
This is a really interesting journal! While reading it, two thoughts sprung to mind. The first was about homemade products, like on Etsy. Should people be allowed to make things like golden snitch bath bombs or custom Weasley sweaters and sell them? The second came when you talked about J. K. Rowling not being interested in the money. With Pottermore, The Cursed Child, and Fantastic Beasts all being spin-offs of her original seven books, I kinf of think think she’s coming up with more content for more money. I could,. of course, be wrong, but it’s at least plausible.
I think you have a great journal here, but I would like more about how advertising pulls our focus. Would Harry Potter be successful without advertising? Do other countries do the same type of advertising as we do, and is it more or less? In the point of Rowling making more content such as Pottermore and Fantastic Beast to have more money (Kylie). Is that similar to Tolkien and the multiple sources that link to Lord of the Rings? In that case it could just be Rowling’s way of including fans into the Harry Potter world beyond Harry Potter or could it be a motive for money, since she is at the height of her career?
Hiya!
Overall your journal takes on a rather critical tone and viewpoint of the Harry Potter series and the marketing involved. J.K. Rowling has taken some steps, as you listed, to be careful in marketing and how it would reflect on the series. Your last paragraph is where you give an example of her caution but it is starkly different from the rest of your journal. While the last paragraph isn’t quite as critical, isn’t J.K. Rowling involved in the marketing you were talking about earlier in your paper? She has cut deals with coca cola but wouldn’t her direct involvement in marketing contribute to the “…ploy to help capitalism…”? Just a thought, otherwise your journal was fantastic and the content was substantial and well put!