Secret origins: the disavowal of the comics medium within the promotional rhetoric of film trailers

Abstract Predicated upon a corpus of 4,200 films, this article documents, analyses, and interprets the international film industry’s rhetorical disavowal of the comic book medium as a source for adaptation within advertising and promotional rhetoric for the cinematic adaptation of comic book texts. By analysing the statistical trends and patterns for comic book adaptations between 2000 and 2020, examining the language used within promotional trailers to conceptualise or promote the feature adaptation in relation to their comic book source material, and by comparing the type and scope of this rhetoric with other adapted texts of the same period, this article evidences and interrogates the overwhelming disavowal of the comic book medium despite the persistent and widely perceived ubiquity of comic book adaptation franchises. Above all, this article utilises statistical evidence and analysis to evidence clear patterns and trends within the perceived hierarchies of cultural taste or artistic value.