2. Disney’s Approach to Brand Loyalty
• Brand loyalty is where a person buys products from the same manufacturer
repeatedly, rather than from other suppliers.
• Walt Disney understood that if everyone who worked in his organization cared
about their customers and treated them as “guests in their home,” they would
remain loyal to Disney forever.
In this 2011In this 2011
commercial forcommercial for
Disneyland, we canDisneyland, we can
see the emotionalsee the emotional
connection at work.connection at work.
The guests are notThe guests are not
only expected to beonly expected to be
entertained andentertained and
amazed by theamazed by the
Disney-themed park,Disney-themed park,
but also to feel thatbut also to feel that
they arethey are special.special.
4. Notice how Disney villains are either ugly, old or fat.
This teaches children that physical attractiveness determines whether a person is goodThis teaches children that physical attractiveness determines whether a person is good
or bad. A child’s brain is learning morals, language and recognizable patterns.or bad. A child’s brain is learning morals, language and recognizable patterns. Disney
movies tend to cause a child to associate a bad personality with an unattractive
outer appearance, which is certainly not always the case in reality., which is certainly not always the case in reality.
5. Examples of Subliminal Messages in Disney Movies
In one particular scene, as Simba from the Lion King slumps down to concentrate on his
life, particles of dust float away from him spelling the word 'sex'. In Tangled’s
promotional poster, the word ‘sex’ can be found again, this time on Rapunzel’s hair on
Flynn.
6. A few more examples of subliminalA few more examples of subliminal
messaging in Disney films. Speculatorsmessaging in Disney films. Speculators
believed that there were racistbelieved that there were racist
connotations in Disney movies, such asconnotations in Disney movies, such as
Aladdin’s skin color changing inAladdin’s skin color changing in
accordance to his wealth. A famousaccordance to his wealth. A famous
subliminal message was a phallicsubliminal message was a phallic
symbol in a promotional poster forsymbol in a promotional poster for TheThe
Little Mermaid.Little Mermaid. In the filmIn the film Who FramedWho Framed
Roger Rabbit,Roger Rabbit, Donald Duck can beDonald Duck can be
heard saying the N-word, though Disneyheard saying the N-word, though Disney
later denied this claim.later denied this claim.
You decide whether he said it or not.You decide whether he said it or not.
7.
8. Q:Q: How would you describe a princess?
AA: I think a princess is a really pretty girl who’s smart, nice, young,
skinny and rich.
QQ:: What was Disneyworld like? What made
Disneyworld special for you?
AA: Disneyworld was so fun, I got to meet Buzz Lightyear and Mr.
Incredible and [other characters]. I really felt like I was part of the
movies and everything felt so real.
Q:Q: (After explaining to him how Disney movies could
possibly corrupt the young minds of children) Do you
feel that Disney is bad for kids or its just there for
entertainment?
AA: I think…that kids look up to heroes and Disney characters a lot.
Everyone wants to be like a hero or princess. So yes, Disney teaches
us bad things without us knowing it.
Interviewing my 10-year-old brother on his perspectiveInterviewing my 10-year-old brother on his perspective
of Disney cultureof Disney culture
9. Disney’s Princess EffectDisney’s Princess Effect
One of America’s popular cultural institutions is Disney. From Mickey Mouse to “Sleeping Beauty” to
“Cars,” everyone has seen, or is at least familiar with, something from Disney. We view Disney as a
family-friendly and wholly moral corporation, one that does not stand for anything that could offend
anyone. But are we looking deep enough?
….The problem is: What is between the lines? Aurora is described as an extraordinarily beautiful
woman, so young girls will understand, even if they are not directly told, that is how they are supposed
to strive to look. If you have ever seen “Sleeping Beauty,” however, you will notice that Aurora’s
figure is as impossible as Barbie’s for humans to achieve. Unfortunately, this is not isolated just to
“Sleeping Beauty.” All of Disney’s princesses, and even some of the female villains, are impossibly
proportioned, and the ones who are not, like Ursula of “The Little Mermaid,” are still hyper-sexualized
to the point of absurdity.
….Disney movies also teach little girls they are supposed to be complacent and weak if they want to be
successful. “Sleeping Beauty” is a perfect example of this. Aurora, as the perfect woman, is depicted as
extremely demure. In every case she is merely whisked through the story, rarely taking a proactive
stance. Even when they are proactive, like Ariel in “The Little Mermaid,” it is because of their
aggressiveness that everyone else is plunged into peril.
….The vast majority of women who do use power in Disney movies are the villains. Maleficent’s
magic is more powerful than anyone else’s in the kingdom, including the combined power of the three
good fairies. Ursula is the sea-witch people go to when their problems cannot be solved by ordinary
means.
….While men in Disney films are allowed to be aggressive, they are not allowed to be much else. The
prince in “Sleeping Beauty,” Prince Phillip, is utterly forgettable, a completely flat character. I did not
even know his name was Prince Phillip until I saw the movie. I thought his name was Prince Charming.
Charming is actually from “Snow White.” Shows how memorable he is. All of this teaches the boys
who watch Disney movies they need to be strong, but silent and withdrawn, to be successful.
10. Follow up
• The article discusses the effect of Disney princesses in AmericanThe article discusses the effect of Disney princesses in American
culture.culture.
• According to a 2011 Disney release, $4 billion is spent a year onAccording to a 2011 Disney release, $4 billion is spent a year on
Disney princess products, most of which are “geared towardDisney princess products, most of which are “geared toward
appearance.”appearance.”
• Many princesses are highly sexualized and have impossiblyMany princesses are highly sexualized and have impossibly
proportioned bodies (lean waists, long flowing blonde hair,proportioned bodies (lean waists, long flowing blonde hair,
slender figures). This indirectly tells young girls that this is howslender figures). This indirectly tells young girls that this is how
they should strive to look.they should strive to look.
• Disney films also have a negative effect on boys. They are taughtDisney films also have a negative effect on boys. They are taught
that they must show aggression to obtain the girl that they like.that they must show aggression to obtain the girl that they like.
11. QuestionsQuestions
• Do you think Disney movies provide entertainment to
children, or are they detrimental to the youth?
• How do you feel about the sexualization of teen Disney
stars (i.e., the movie Spring Breakers)
• Is brand loyalty (buying from the same company for all your
life) good or bad for the customer?
12. ReferencesReferences
• "Top 10 Ways Disney Corrupts Children." Listverse. Listverse, 22 Nov. 2012.
Web. 13 May 2013.
• "Top 5 Disney Subliminal Messages." Movie Moron - Movie News &
Humor. Movie Moron, 16 July 2011. Web. 13 May 2013.
• "Disney Influence on Children." Psychological Effect of Children's Movies.
Association For Natural Psychology, 12 Mar. 2012. Web. 13 May 2013.
• Newman, E. "Subliminal Messages In Disney Movies." ScreenJunkies.com.
Screen Junkies, 2 Sept. 2012. Web. 12 May 2013.
• Orenstein, Peggy. "What's Wrong With Cinderella?" The New York Times.
The New York Times, 24 Dec. 2006. Web. 13 May 2013.
