BOBC     Bonner Online-Bibliographie zur Comicforschung

WIKINDX Resources

Bauer, Thomas: "When an energy drink exalts a table tennis hero. Brand placement and subvertising in the manga Ping-Pong Dash!! by Honda Shingo." In: Loisir et Société / Society and Leisure 41.2 (2018), S. 233–249. 
Added by: joachim (20 Oct 2018 17:41:10 Europe/Berlin)   Last edited by: joachim (20 Oct 2018 18:02:09 Europe/Berlin)
Resource type: Journal Article
Languages: englisch
Peer reviewed
DOI: 10.1080/07053436.2018.1482668
BibTeX citation key: Bauer2018
Email resource to friend
View all bibliographic details
Categories: General
Keywords: "Ping-Pong Dash!!", Japan, Manga, Shingo. Honda, Sport, Werbung
Creators: Bauer
Collection: Loisir et Société / Society and Leisure
Views: 1/35
Views index: 6%
Popularity index: 1.5%
While comic books have today become a commonplace subject of study that no longer requires justification, the issue of sports representation in the ninth art remains a relatively new one. In the case of a table tennis-themed manga, in particular, mirrored through the brand placement of an energy drink, Max Coffee, this paper studies the emerging mechanism which combines representation of a sports spectacle (table tennis) with the fictional construction of a modern sporting hero (Tendô Haruku), an in-vogue media-friendly story (manga) and a potential consumer target group (teen readers). By matching the values of the energy drink with the canons of heroic stories in terms of a sequential narrative, embedded episodes and plot twists, the cartoonist, Honda Shingo, creates a new-generation hero with rather uninhibited virility and an offbeat, romantic sense of humor, together with the self-assumed immoderation of contemporary sport.
wikindx 5.8.1 ©2019 | Total resources: 12279 | Username: -- | Bibliography: WIKINDX Master Bibliography | Style: Comicforschung-Bibliographie Stil (CFB) | Database queries: 51 | DB execution: 0.32548 secs | Script execution: 0.34006 secs

PHP execution time: 0.01367 s
SQL connection time: 0.00025 s
SQL execution time: 0.32523 s
TPL rendering time: 0.00116 s
Total elapsed time: 0.34006 s
Peak memory usage: 1.6535 MB
Memory at close: 1.6025 MB