Gods and Heroes

When Marvel Comics recognized the rebirth of the superhero comic book, they began searching for the ultimate hero. Ancient mythologies had proven to be fertile ground to mining superhero concepts in the past. The Flash, a comicbook outgrowth from the Hermes/Mercury myth, was a golden-age hit for DC Comics. The Flash's reincarnation in 1956 by DC was fueling the demand for superherobooks.

In August 1962 Marvel Comics would release not one, but two new concepts in comic book heroes. The first, and most famous, was found in Amazing Fantasy 15. That comic book would tell the tale of a radioactive spider bite that transferred unique spider powers to a troubled teenage boy. The second was less noticed and appeared in Journey Into Mystery #83. It told of a young, infirm doctor who found a walking stick that could transformed him into not a superhero, but a god.

In Norse mythology, Thor maintained very close ties to humans, and was worshipped as a champion of men. He had served as inspiration to artists in the past, including the poet Longfellow. Marvel Comics now used this ancient mythology to invent a hero with access to the entire universe, including the cosmic realm of gods.

By 1970, Thor was a well extablished anchor in the Marvel Comics pantheon. As a flagship publication in the now well established and respected Marvel empire, readers might expect ads for high-end consumer products. Advertising in the September 1970 issue, however, included one of the bedrocks of comic book advertising; cheap, somewhat cheesy, novelty items. In addition, Wallace Brown, a Marvel Comics fixture, offered readers a business opportunity selling cards. For those attracted to the comic books by the artwork, Norman Rockwell and the Famous Artists School offered instruction.