Comic books have conquered the world. As the source material for some of the most profitable entertainment franchises, their characters and lore have become integral to consumer and popular culture. Their economic value in the twenty-first century is undeniable, boosting multiple industries, from consumer goods to theme parks.
However, scholars often overlook comic books as historical and documentary objects. Despite frequent criticism as "low art" for juveniles, this unique narrative medium combines words and images to create engaging and easily accessible tools for conveying complex ideas. Comic books have been immensely popular for all ages since they emerged in the early twentieth century, with thousands of titles in genres. The brightly colored pages contain important visual and textual clues to contemporary attitudes on race, culture, politics, and events. Promotional comic books are particularly useful for researchers of the history of business, consumer culture, and capitalism. Unlike those created for entertainment only, these comic books were typically given away instead of sold, transforming the popular medium into an inexpensive means of stealth marketing. Comic books were also a valuable tool for traditional marketing, using advertisements to reach targeted audiences. While some of the comic books were created in-house, it was common for businesses to hire established publishers like Archie Comics or Western Publishing. Many of the promotional comics were drawn and colored by well-known cartoonists like Dick Ayers and Chic Stone.
The Hagley Library collections have many comic books from traditional and non-traditional creators and publishers.