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Will Eisner (1917-2005) was one of the earliest cartoonists in the American comic book industry. He made the term "graphic novel" popular when he published his A Contract With God. He was also one of the first several people to publish books on comics studies. The Eisner Awards are named after him.
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Neil Gaiman has written successfully for many media formats, but some of his greatest triumphs have been in graphic novels. His series The Sandman, published serially by DC's Vertigo label from 1989 to 1996, has won numerous awards and established Gaiman as a master storyteller. Several of his text-only works have been adapted for the graphic format as well.
Stan Lee (1922-2018) was a comic book writer, editor, publisher, and producer. He worked at Timely Comics, which later became Marvel Comics. He was their creative leader for 20 years, helping Marvel to become the international powerhouse we know today. Lee continued to make cameos in various Marvel properties even after his retirement. Stan Lee is credited as a co-creator on many iconic Marvel characters including (by not limited to) Spider-Man, Iron Man, Thor, the Fantastic Four, Black Panther, the Scarlet Witch, and Black Widow.
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Frank Miller established himself in the comics industry in the 1980s with the Daredevil series. His 1986 Batman reboot The Dark Knight Returns was a major breakthrough, and remains a landmark in the graphic novel medium. Miller's 300 and the Sin City series have spawned movie blockbusters as well. His raw storytelling and evocative film noir-influenced drawing style have made a major impact on American comics.
British writer Alan Moore is a giant in the world of comics writers. In the early 1980s he pushed the comics medium into new territory with his Swamp Thing series, and went on to write such masterworks as V for Vendetta, From Hell, and his enormously influential Watchmen.