Can't believe I haven't seen this thread earlier. To me, this is the most impossible question in the entire universe. It's not that simple because both companies have EXTREMELY strong characters and plotlines...Movies speaking, Marvel is ten thousands steps ahead of DC because Marvel had the brilliant idea of having an open universe, while DC is only focusing on Batman. But Batman alone make serious competition.
But comics speaking, this is too hard. Marvel was 85% created by the greatest genius ever: Stan Lee. Whom decided to make Heroes with Flaws instead of super idealized unrelateable characters. Marvel have incredibly strong and well developped characters like Magneto (he is one of my favorite) Because his ''evilness'' is very relative. His goal is to eliminate humans so only mutants will live. It's a part of evolution, the species more evolved destroys the inferior ones. It's 100% logical. And this is where he is so interesting: We made a society with laws and order and made extreme-evolutionarists like him be considered criminal. He is morally wrong, but theorycally right. That's why I think he is one of the best character ever created. Because he is so nuanced, so right in his own vision...But yet to us...Irrevocably evil.
DC has very strong characters but one who truly fascinates me is Superman. Because unlike other heroes, Superman is born Superman. Peter Parker was born Peter Parker and became Spiderman. Bruce Wayne became Batman. But Superman is Superman. Superman made his alter ego: Clark Kent. And he isn't a common alterego: He isn't strong, brave, heroic. No, Clark is a coward, weak and awkward. He made a secret identity not to represent a symbol, but to fit in the crowd. He is the opposite of us. And everyone in the world wants to be Superman. We, as people, would like to always to more, be better, always make the right choice and always win. Supes does that. Everyday, we are trying to be like him.
You see? There are hundreds of heroes/villains in both companies very well created, thus making this question far too hard to be answered truthfully. Marvel has Spidey, Iron Man, Capt, Hulk, Thor, Magneto, Wolverine, Cyclops, Dr Doom, Loki, Green Goblin..Badasses like that. DC has Batman, Superman, Flash, Wonder Woman, Green Lantern, Martian Manhunter, Green Arrow, Joker, Darkseid, Lex Luthor, General Zod...etc...etc. Not to mention the Watchmen, created by the legendary Alan Moore who shows a very realistic and different vision to heroes.
All in all, there are too many factors to make me take a side. However, my favorite comic book (graphic novel) is Batman The Killing Joke. The Dark Knight Returns, The Long Halloween, Watchmen and such are also incredible piece of art. But I also love the crossover Civil War on Marvel, Old Man Logan, anything with Deadpool (this guy is awesome) and mostly anything with Spidey. I suggest anyone to read The Killing Joke (Batman) and Old Man Logan (Wolverine) THESE are the most awesome things I've ever read.
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It ain't about how hard you hit. It's about how hard you can get hit and keep moving forward; how much you can take and keep moving forward.
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