The document analyzes Disney's use of emotional marketing strategies. It discusses Disney's history, founded by Walt Disney, and how Disney evokes emotions in children and adults through movies, theme parks, characters and other experiences. Disney creates "unforgettable experiences" tailored to each brand by analyzing consumer needs. The document also examines Disney's internal modernization to effectively manage emotional marketing, such as using employee friendliness to create a magical atmosphere in theme parks. Disney is described as the icon of American popular culture that works to turn children into loyal consumers through emotional engagement.

1. ORAL PROJECT
EMOTIONAL MARKETING: THE DISNEY CASE.
Teacher:
Lina Parra
Creators:
Ángela Chaparro
Paola Hernández
Jennifer Sucre
English II
UNITEC
2013

2. Oral Project
• Topic
Emotional marketing: The Disney case.
• Format
Pictures in slides, optional video
• Objects
1. To analyze Disney´s emotional impact and fixation in children and adults
2. To compare transformation of Disney with the evolution society
3. Identify the Disney´s strategy to be a emotional brand and maintained it over time
• Justification
Due to the impact and reception given to Disney after generations, we have the
need for research on the positioning and advertising management that it has
achieved over the years, maintaining and transmitting the same message.
• Second Draft
a. Brief History of Walt Disney
b. The Disney's emotional strategies
c. Beginnings in animation
• Third Draft
a. Analysis of use and impact of emotional strategies Disney
b. Analysis of internal modernization in Disney for the proper management of their
emotional strategies
c. Using additional tools fully meet the objectives

3. Second Draft: Walt Disney his history
** Brief History:
We will talk about the most important aspects for our research. To work this topic is
necessary to know about Walt Disney
We could say that when he was child, he had a difficult life, because he didn't have
parents, this is the reflection of his lack of affection for example: Pinocho, Bambi,
Dumbo.
He made films for the government, some about education and others for the military
education like:
* Der Fuerhrer's Face
* Education For Death
* Victory Trought Air Power
In Victory Trougth Air Power, he defended the idea of war. (Wikipedia, 2013) Some
documents have been found exposing Disney's participation with the FBI as an agent.
(investigation, 2013)
Disney Emotional Strategies:
"What moves people are feelings"
Nowadays marketing is associated with Emotions, but the Emotions are very hard to
create, feed and also make them remain... So Disney is not only films, neither thematic
parks. "Disney is unforgettable experiences" say Jose Villa (Marketing Officer Chief of
Disney Spain and Portugal).
Disney is a brand that needs marketing, but also Disney is a tool of the marketing
itself... Its conduct is an advertising support different "We try to create marketing
packages tailored for each brand. We analyze your needs and our releases to associate
their brands. We seek your complicity" says Marisa Manzano (General Chief of Disney
Media). (Sanchez, 2012)
Beginnings in animation:
The first apparition of Mickey Mouse was 15 May 1928 in "Plane Crazy" this one was a
silent short film, but it was not popular with this distritors.

4. Disney made one talkie its name is Steamboat Willie with the help of Pad Powers
businessman that offered distribution and synchronization of sound system, Steamboat
Willie was the best film at the time, so Disney made all his films with sound also he was
responsible for the vocal effects of his first short films and was the voice of Mickey
Mouse until 1947.
In the third draft we will talk about:
Emotional Disney Strategies
Since the 20´s began, the Disney Empire tried to carry us to world of dreams trough
many different experiences all around of emotions.
The cultural model of Disney offers:
• The innocence as an universal value
• The fantasy as an escape factor
• The flight from reality
Disney magic offer as… “ If you can dream, you can do it ”
Analysis of internal modernization in Disney for the proper management of their
emotional strategies
The Disney Strategies impact to all people that know it. Nowadays Disney made the
world fantasy in a world the reality.
For example in the thematic parks the people can live a great adventure, only not for its
wonderful spaces and attractions also for its culture of service.
The Disney´s employees made to Disney a magic world because they always have a
smile, they made of Disney “the happiest place of world”
“The disposal and the kindness of the employees of thematic park are things that clients
often refer to as something like the best service in the world " says Anne Reyers and
Jonathan Matusitz.
Using additional tools to fully meet the objectives
Disney is the icon of American popular culture and values of the middle class. In the
development of their strategy Disney is based on family concerns and fantasies of
children, and Disney work to turn every child into a consumer of products and ideas.

5. Disney used other tools that allow it to generate emotions in the people as: Movies, TV
shows, characters and many products for sales like toys, books and didactics
attractions
Other Disney Strategies is the use of scents in their thematic parks; flavor as caramel,
gingerbread, popcorn and Christmas pine are in all places of the park, their stores,
hotels, games and all attractions of park.
All this odors are artificially generated by a machine called Smellitzer designed by Bob
McCarthy and patented by Disney (Mercado, 2013)
We liked this project because nowadays the marketing emotional is the biggest
strategy. All people are driven by their subconscious and is the moment for attack the
emotions of the world. We think that is the best marketing strategy handling the
emotions and make that people feel and life each brand.
Bibliographic
*investigation, T. F. (8 de marzo de 2013). FBI records: the vault . Obtenido de FBI :
http://vault.fbi.gov/walter-elias-disney/walter-elias-disney-part-01-of-03/view
*Mercado, P. (10 de abril de 2013). Informa BTL . Obtenido de Informa BTL :
http://www.informabtl.com/2012/09/06/los-10-mandamientos-del-branding-
emocional/
*Sanchez, I. (20 de mayo de 2012). Pr marketing . Obtenido de Pr noticias :
http://www.prnoticias.com/index.php/marketing/1104-asociaciones-
prmarketing/20118222-la-magia-del-marketing-de-emociones-el-caso-disney
*Wikipedia. (18 de febrero de 2013). Wikipedia . Obtenido de Wikipedia :
http://es.wikipedia.org/wiki/Walt_Disney

6. Disney used other tools that allow it to generate emotions in the people as: Movies, TV
shows, characters and many products for sales like toys, books and didactics
attractions
Other Disney Strategies is the use of scents in their thematic parks; flavor as caramel,
gingerbread, popcorn and Christmas pine are in all places of the park, their stores,
hotels, games and all attractions of park.
All this odors are artificially generated by a machine called Smellitzer designed by Bob
McCarthy and patented by Disney (Mercado, 2013)
We liked this project because nowadays the marketing emotional is the biggest
strategy. All people are driven by their subconscious and is the moment for attack the
emotions of the world. We think that is the best marketing strategy handling the
emotions and make that people feel and life each brand.
Bibliographic
*investigation, T. F. (8 de marzo de 2013). FBI records: the vault . Obtenido de FBI :
http://vault.fbi.gov/walter-elias-disney/walter-elias-disney-part-01-of-03/view
*Mercado, P. (10 de abril de 2013). Informa BTL . Obtenido de Informa BTL :
http://www.informabtl.com/2012/09/06/los-10-mandamientos-del-branding-
emocional/
*Sanchez, I. (20 de mayo de 2012). Pr marketing . Obtenido de Pr noticias :
http://www.prnoticias.com/index.php/marketing/1104-asociaciones-
prmarketing/20118222-la-magia-del-marketing-de-emociones-el-caso-disney
*Wikipedia. (18 de febrero de 2013). Wikipedia . Obtenido de Wikipedia :
http://es.wikipedia.org/wiki/Walt_Disney