'Everything transforms and nothing changes'1: Strategies of adapting The Transformers toys into a TV series. (1st March 2022)
- Record Type:
- Journal Article
- Title:
- 'Everything transforms and nothing changes'1: Strategies of adapting The Transformers toys into a TV series. (1st March 2022)
- Main Title:
- 'Everything transforms and nothing changes'1: Strategies of adapting The Transformers toys into a TV series
- Authors:
- Wolski, Michał
- Abstract:
- The Transformers franchise is one of the highest-grossing intellectual properties of all time, mostly because of the successful marketing and advertising strategy called toyesis (Jason Bainbridge's term). Toyesis is a kind of symbiosis between toy market and cultural products, such as cartoons and comics, in which the latter creates an urge of having a new toy, sales of which in turn help finance the whole system. A series of legal decisions and regulations in the 1980s United States made an uncontrolled toy advertising in TV shows possible, and the Transformers franchise (and its owner, the Hasbro company) exploited it without hesitation. But to do so, their contractors (writers, animation studios, etc.) encountered an issue regarding how one can adapt a toy into a cartoon. The article focuses on the strategies of remediation, reconfiguration and incorporation of a toy material into storytelling media, especially into a cartoon. Using Marsha Kinder's concept of entertainment system, it also examines which strategies reinforced the advertising potential of this material, often without children realizing that they, in fact, watch a sophisticated commercial.
- Is Part Of:
- Journal of adaptation in film & performance. Volume 15:Number 1(2022)
- Journal:
- Journal of adaptation in film & performance
- Issue:
- Volume 15:Number 1(2022)
- Issue Display:
- Volume 15, Issue 1 (2022)
- Year:
- 2022
- Volume:
- 15
- Issue:
- 1
- Issue Sort Value:
- 2022-0015-0001-0000
- Page Start:
- 131
- Page End:
- 147
- Publication Date:
- 2022-03-01
- Subjects:
- Film adaptations -- History and criticism -- Periodicals
Motion pictures and literature -- Periodicals
791.43605 - Journal URLs:
- http://www.intellectbooks.co.uk/journals/view-Journal, id=153/ ↗
http://www.intellectbooks.co.uk/journals/index/ ↗ - DOI:
- 10.1386/jafp_00073_1 ↗
- Languages:
- English
- ISSNs:
- 1753-6421
- Deposit Type:
- Legaldeposit
- View Content:
- Available online (eLD content is only available in our Reading Rooms) ↗
- Physical Locations:
- British Library DSC - BLDSS-3PM
British Library HMNTS - ELD Digital store - Ingest File:
- 20685.xml