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19 - Amour toujours...

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Magali Bigey

Romances : love story and marketing

Le Temps des médias n°19, Automne 2012, p. 87-100.


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Romances are consumer objects – conceived, planned, devised and even read as such. For many decades, the recipes for such romances have a specific narrative pattern, a contemporary subject but, above all, really powerful marketing strategies. This article will show how readers anticipate these characteristics in the way they read the different stories on offer. We shall analyse marketing strategies of publishers, pinpointing diachronic developments and other factors.

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