What’s in a Name? Towards a Theory of the Anne Brand (original) (raw)

Abstract

This chapter borrows from the work of past scholars who have examined the cultural industries that expand and export L.M. Montgomery’s work and name to geopolitical contexts all over the globe in order to focus on the brand power of “Anne Shirley.” Aspects of Montgomery’s legacy over which she had no control literally came to life in 1934, when actor Dawn Paris took the name Anne Shirley as her stage name as part of her attempt to reinvent herself as a Hollywood star. The critical and commercial success of the film version of /Anne of Green Gables/ led to a sequence of early Hollywood film texts whose only relationship to Montgomery’s work is through the name and image of Anne Shirley. The inability of either Montgomery or Paris to exert control over the name or the identity anticipated the contested ownership of the Anne brand in the twenty-first century.

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