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Bokomslag i förändring: Omslagets roll i marknadsföringen av adapterade böcker

Nilsson, Emilia LU and Nilsson, Emma LU (2014) FBMK11 20141
Division of Publishing Studies
Abstract
Books being adapted for film and TV are one of the most common trends in the entertainment business today. As a result, publishers have to take the adaptation into consideration when re-releasing titles after their premieres to increase sales and find new audiences. In this thesis, four book series that have been successfully adapted into film and TV will be examined with focus on their cover design before and after they are adapted in a new medium. This will be done by implementing Genette’s theories about paratexts, and Hutcheon’s theories about adaptation audiences. The aim is to investigate if there are any trends and similarities in how the cover design changes, and if there are any common strategies used by publishers to reach a... (More)
Books being adapted for film and TV are one of the most common trends in the entertainment business today. As a result, publishers have to take the adaptation into consideration when re-releasing titles after their premieres to increase sales and find new audiences. In this thesis, four book series that have been successfully adapted into film and TV will be examined with focus on their cover design before and after they are adapted in a new medium. This will be done by implementing Genette’s theories about paratexts, and Hutcheon’s theories about adaptation audiences. The aim is to investigate if there are any trends and similarities in how the cover design changes, and if there are any common strategies used by publishers to reach a broader audience, and what part both the author and the design play in branding and marketing adapted books.
The results show that the cover designs after the adaptations are genre neutralised by iconic simplicity to reach a broader audience. Actors on the covers are shown to be a problematic cross-promotional strategy that narrows the audience. The authorial brand-name is an important part of the branding of the books, and the author’s presence is integrated in the adaptation to increase the cross-promotional benefits. (Less)
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author
Nilsson, Emilia LU and Nilsson, Emma LU
supervisor
organization
course
FBMK11 20141
year
type
M2 - Bachelor Degree
subject
keywords
bokomslag, omslagsdesign, paratext, adaptioner, målgrupp, varumärkesbyggande, branding, cross-promotion, bokmarknad, marknadsföring, genre
language
Swedish
id
4464961
date added to LUP
2014-06-13 14:47:11
date last changed
2014-06-13 14:47:11
@misc{4464961,
  abstract     = {{Books being adapted for film and TV are one of the most common trends in the entertainment business today. As a result, publishers have to take the adaptation into consideration when re-releasing titles after their premieres to increase sales and find new audiences. In this thesis, four book series that have been successfully adapted into film and TV will be examined with focus on their cover design before and after they are adapted in a new medium. This will be done by implementing Genette’s theories about paratexts, and Hutcheon’s theories about adaptation audiences. The aim is to investigate if there are any trends and similarities in how the cover design changes, and if there are any common strategies used by publishers to reach a broader audience, and what part both the author and the design play in branding and marketing adapted books. 
The results show that the cover designs after the adaptations are genre neutralised by iconic simplicity to reach a broader audience. Actors on the covers are shown to be a problematic cross-promotional strategy that narrows the audience. The authorial brand-name is an important part of the branding of the books, and the author’s presence is integrated in the adaptation to increase the cross-promotional benefits.}},
  author       = {{Nilsson, Emilia and Nilsson, Emma}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Bokomslag i förändring: Omslagets roll i marknadsföringen av adapterade böcker}},
  year         = {{2014}},
}