An analysis of brand narrative and transmedia through Harry Potter
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An analysis of brand narrative and transmedia through Harry Potter

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    An analysis of brand narrative and transmedia through Harry Potter An analysis of brand narrative and transmedia through Harry Potter Presentation Transcript

    • BRAND NARRATIVE and transmedia Christina Pellegrini MTKG 4226
    • BRAND NARRATIVES =BRAND + NARRATIVES
    • WHAT IS A BRAND?Brand is a name, term, sign, symbol, or design, or combination of them that identifies one product, service or experience from another.
    • BRANDS ARE EVERYWHERE!
    • WHAT IS A NARRATIVE? A B CA narrative is a sequence of non-randomly connected events
    • Whenever you sayor think something about a certaintime or place, you are creating a narrative According to Narrative: a critical linguistic introduction, page viii
    • NARRATIVES AREEVERYWHERE!
    • CHARACTERISTICS OF A NARRATIVE• Artificial fabrication• Prefabrication• Trajectory with a focus on its closure or resolution• Speaker and listener• Listener must perceive it to be a narrative According to Narrative: a critical linguistic introduction, pages 4-6
    • Narratology, thestudy of narrative, has its roots in literary prose.
    • COMPONENTS OF A NARRATIVE Plot Characters Setting Human Conflict Message interest
    • AN ANALYSIS OFBRAND NARRATIVES THROUGH
    • We met Harry and his friends in 1997,when Harry Potter and the Philosopher’sStone was released. This was the first of seven novels written by J.K. Rowling.
    • CONTROL OF THE NARRATIVE Every experience of the Harry Potter brand was a reiteration ofJ.K. Rowling’s original seven books. No additions were made to the narrative. There are no new characters, storylines or revelations.
    • UNTIL
    • Pottermore is the new online space for the wizarding world of Harry Potter from J.K.Rowling, where fans can experience the story like never before.
    • “Pottermore is a unique online reading experience from J.K. Rowling, built around the Harry Potter books. Share and participate in the stories, showcase your own Potter-related creativity, anddiscover additional information about the world of Harry Potter from the author herself.” Via http://www.pottermore.com/en/about
    • This sounds a lot like TRANSMEDIA
    • WHAT ARE THE EXPERTS SAYING? “Pottermore brings the Harry Potter brand from its basis in being a repurposed or repeated story world, into being a true transmedia brand.” -Jeff Gomez, transmedia expert “This may be the most highly visible transmedia project to date” - Henry Jenkins, Professor at USC
    • TRANSMEDIA NARRATIVEIS THE FUTURE OF CONTENT-BASED BRANDS
    • Thank you for listening!
    • Relevant Links• http://www.forbes.com/sites/michaelhumphrey/2011/07/2 9/pottermore-expert-explains-how-harry-potters-website- will-transform-storytelling/• http://blogs.wsj.com/tech-europe/2011/07/29/harry- potter-and-the-art-of-transmedia-storytelling/• http://www.producersguild.org/?page=coc_nm#transmedia• http://henryjenkins.org/2011/06/three_reasons_why_potte rmore_m.html• www.brandchannel.com/images/Papers/What_is_a_Brand.p df