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Quand l’entreprise s’intéresse à la littérature…

Mireille Hardy
p. 185-202

Abstracts

Product placement, introduced into film fiction about fifty years ago, made a striking debut in literature in 2001 with “the Weldon case”. In this paper, we will present several forms of sponsoring of written fiction, also known as “fictomercials”. First, we will examine those hybrid objects, born from the extra-ordinary union of a company and a novelist: Do the words of marketing surface under/behind the words of the novel and what credibility does such fiction have? Then we will consider the business strategy that generated these new objects, the contracts linking marketing and literature and the drifts (and spin-off products) that have followed. Finally, we wonder if literary sponsoring has the same future as product placement in films and what interest it presents for teachers and learners of English for Specific Purposes.

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References

Bibliographical reference

Mireille Hardy, Quand l’entreprise s’intéresse à la littérature…ILCEA, 9 | 2007, 185-202.

Electronic reference

Mireille Hardy, Quand l’entreprise s’intéresse à la littérature…ILCEA [Online], 9 | 2007, Online since 09 June 2010, connection on 16 April 2024. URL: http://journals.openedition.org/ilcea/734; DOI: https://doi.org/10.4000/ilcea.734

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About the author

Mireille Hardy

Université de Cherbourg

By this author

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Copyright

The text and other elements (illustrations, imported files) are “All rights reserved”, unless otherwise stated.

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