2. First advert: a commercial TV
http://www.youtube.com/watch?v=OeLCEenMbyk&feature=related
http://www.flickr.com/photos/dawnashley/4188181833/ consulté le 2/12/13
Certains droits réservés par Dawn Ashley
2 décembre 2013
Manon Couderc
2
4. Third advert: Radio
http://www.youtube.com/watch?v=WflkMkr1cPo
- Hey
- Hey Suzie, what’s up?
- Ohhh peter pan
- I’m not peter pan I’m Dan. Hum. Are you okay?
- Yes I’m fine, why are you asking?
- Oh you don’t sound fine! Anyway, have you started on your assignment? it's due in
a few hours
- No, not yet
- are you mad, when are you going to do it?
- Hakuna Matata!
- WHAT? I’m serious, when are you going to do it? How are you going to finish it?
- It’s okay, I'll just rub my magic lamp and the genie will do it for me!
- I want one, where do you get one from?
- Just visit Disney it’s where the magic happens.
2 décembre 2013
Manon Couderc
.4
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I am going to present you my analysis of an advertising campaign. I have chosen Walt Disney World in California because it is a subject which interests me a lot. My dream is to go on a trip to California after our studies. Indeed, universities are a lot bigger than ours, the weather is better than in France and in my point of view, it’s perfect to discover the American dream. I went to Disneyland resort Paris and it was amazing. That is why I wanted to study this topic and compare it with Disney World in California which is the largest amusement park in the world.
There are five Disney parks in the world.
- Walt Disney world is located in California, it opened on the 17th of July, 1955.
- There is another Walt Disney World Resort in the United States, but in the state of Florida, not far from Orlando. It was built in 1971 with five parks with different themes.
- Tokyo Disneyland is located in Maihama Japan. It was built in 1983.
- Disneyland Paris is located in Marne-la-Vallée (Not far from Paris), France. It opened on the12th of April 1992.
- The last is the Hong Kong Disneyland Park. It opened the 12th of September 2005. This is the most recent one. It opened on the fiftieth birthday of Disney World in California.
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The first is a TV commercial, published in 2000.
At the beginning, there is a long shot, we can see an overall view of a house. There is a score, a musical soundtrack all long the advert.
The predominant color is blue that reminds us of a starry night. The night is the idea of the dream. A little boy with his dog is at the window looks up at the sky. There is a close up on the hand of the boy who catches a star and goes in his bed and keeps the star like a treasure in his hands.
After that, he opens his arms and he is in Disneyworld like in a dream. There are big fireworks. Then there is a low angle camera which makes the children marvel, their eyes are wide open and they focus on the fabulous attractions above them.
There is a close-up on the little boy which is on the shoulders of a man, maybe his father. It shows the idea of coming to the park with the family. In the park there is a friendly atmosphere. At the same time in the song it’s said the word “together” which increase the fact of being there with his family.
There is a big show around them, the characters wave to the family, so they are integrated in the show. And it makes them happy.
There is an atmosphere of peace; we can see a white dove, a bird which represents peace.
There is some information: the name of the park and a woman who speaks about magical times and great memories
The last bit of the video shows Mickey who gives his hand to this little boy. So he has totally fulfilled his dream.
The analyzing persuasive techniques used are:
-Celebrity spokesperson if we consider that Mickey is a Celebrity. He’s a model for children. They like him because he is always kind and funny.
-Emotional appeals are used, viewers are joyful to see the little boy who fulfills his dream with his family.
Plain folk: it shows ordinary people, the little boy and his family, its shows that
-it’s accessible for everyone.
-Loaded language : the lyrics of the song are positives like “together”, “magic”, “memories”
To conclude for this advert, it is effective thanks to a friendly atmosphere and the cheerfulness. The music is swinging. The appearance of Mickey Mouse is very important because it is the mascot of the park and the beautiful castle which represents the princess world. And the fact to do an advert in the night reminds the idea of dreams and shows the dimension of the park when the sun goes down.
- At the bottom of this ad, we can see writing. There are of course the brand which is Disneyland resort, we can read information like the website for reservations, a hyperbole is used to give the impression of the perfection with “Dreams Unlimited”, like a thing which can never go out of style. The last sentence under is also about dreams which is the Disney slogan “Where dreams come true”, it’s a way to call people’s attention to it and allows us to dream. So the loaded language technique is used.
- In the middle of the billboard, we can see the human presence; we guess it’s a family with the mother on the left hand side, the little girl is in the middle and the father in the right hand side. It represents the plain folk technique. They are smiling, they look very happy to be at Disneyland, their cheerfulness give us the desire to go there. The parents are having a drink that they bought in the park. The little girl has a cake in the shape of Mickey Mouse. It supposes that we can eat and drink products with the design of Disney characters in this place.
- In the background, we can see the famous castle which is a symbol in the magic of Disney. It’s the castle of the sleeping beauty which makes all the little girls dream and also us aswell. All the generations are concerned because this story was written in 1697. All our family know it and continues to makes us dream.
- The persuasive technique emotional appeals is used, the atmosphere looks joyful thanks to the colors, there are no sad colors. The idea of family is illustrated by the three persons who are united like a family
To conclude for this billboard, even by picture, Disney success to shows us the friendly atmosphere as well in a video. The word dream written two times brings us back again to the magic part of the park. The castle is always present it is very attractive. We discover that there are different eating products of the Disney design. Although that this advert is only a billboard, it shows lots of aspects that we can find again in the video.
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It’s a phone conversation between Suzie, a little girl and Dan, we can guess he’s the big brother or a friend because hedoes not really have a father's voice. Dan asks Suzie if she is fine and she believes that it’s Peter Pan on the phone. At the beginning we can’t understand why… After, he asks if she has started her assignment. She replies no, she is really relaxed and says: hakuna matata. She is totally in her world, she tells him why she's not going to do her homework she says: I'll just rub my magic lamp and the genie will do it for me. Immediately, Dan wants one for him, and she says: Just visit Disney it’s where the magic happens.
In this advert we understand that she went to Disney world recently and it was magical. Her state of mind is not totally back to reality. The magic lamp is a product that everyone would have, it’s like its name says: a magic item. It gives the desire to children to go in Disney and have it, and why not see Peter Pan who is mentioned in the advert.
The musical soundtrack is repetitive and it's catchy. Furthermore Suzie’s voice is so cute.
The analyzing Persuasive techniques used are:
- The Humor: Of course, it’s not possible that Peter Pan calls her home and a magic lamp cannot be used to do our homework.
- After the technique of Plan folk is used: the little girl has to do her homework
- The last technique is the Loaded language: the quote Hakuna matata is used, it makes reference to the Lion king. It means that there are no problems.
We can conclude for this radio advert, that it is very different from the advert studied before. We don’t learn concrete information of the park. The idea of magic is the key factor, like Walt Disney World could resolve all problems and fulfill dreams. The little voice of the girl calls out the attention of children, often they don’t listen when the news at radio or cars advert. But here children would remember this advert and even imitate the voice. Furthermore, they will be called out by the name of Peter Pan and the famous saying Hakuna Matata.
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To conclude,
Walt Disney World is an amusement park which doesn’t become old-fashioned as the years go by and adapts itself to the seasons like Christmas, Halloween. Thanks to this different themes, the advertising campaign develops itself. The fact that the magic of Disney shows how famous Disney is for all the generations, it is an asset. The colors are very attractive and the weather has a main role, in fact, the sun is shining in all the adverts. In California, it is hard to be disappointed by the weather, in the summer the temperature is between 25 to 30 degree Celsius and in winter between 15 to 20 degree Celsius. The risk to reserve and have a bad weather is weak that is very different in Disney Resort Paris. And they show this perfect weather a lot in the advertising.
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