Rhetorics & Spider-Man

In 1992, Spider-Man comics hit shelves with a cover price of 12 cents. By 2021, the Spider-Man brand grew to be a ubiquitous force worth over $6.35 billion. With three major movie franchises, countless physical comics (with rare editions selling for up to $3.6 million), and merchandise spanning everything from action figures to PopTarts to socks, it is no wonder that over 50% of the world considers Spider-Man their favorite superhero. With this project, we aim to highlight how the rhetorics of the live-action movie franchises helped to make the Spider-Man brand what it is today.