Student research tasks for Jungle Book 1967/2016

1. THE JUNGLE BOOK (1967 and 2016)student workbook
ADVERTISING AND MARKETING: Media Language, Media Representation and Social and Cultural context: Disney
How media portray events, issues, individuals and social groups. How the media through advertising and marketing, codes and
conventions and techniques communicate meanings.
Reflecting and constructing social and cultural issues and beliefs. Messages and values.

2. What ways can you market a film?
Think of 10 ways of marketing a film to an
audience and upload some visual examples…

3. What does Film Marketing involve?
 Marketing involves all of the deals done to get the films
shown and promoted.
 Give examples of above the line
 Give examples of ‘below the line’

4. Marketing – The Jungle Book 1967
 Give several examples of how the Jungle Book was marketed in 1967

5. Marketing – The Jungle Book 2016
 Give several examples of how the Jungle Book was marketed in 2016
 Mention any special promos, stunts, law of the jungle, theme parks, sand sculptures
etc
 http://posterposse.com/disneys-new-jungle-book-vr-experience-lets-you-see-the-
world-through-mowglis-eyes/

6. Marketing
 How did they attract the male demographic?
 How did the aim at the Hispanic market?
 What are Univision personalities?

7. More Marketing Strategies
 Bloggers
 How did they keep the film from looking too childish
 Social media was also used with a large Facebook, Instagram and Twitter
campaign along wit You Tube and viral marketing campaigns

11. Merchandise
 What are all the examples of merchandise released to tie in with the film?

12. Advertising and Cross Promotion
 The movie ran its first TV spot during…
 A link to the full spot was posted on social networks, including …
 More TV spots would setup the story of how the animals in the jungle are either
trying to help or hunt Mowgli, with those who care for him trying to return him to
the human world. It’s good but the focus here is still very much on the spectacle of
the visuals.

13. Advertising and Cross Promotion – Give
examples of…
 Kenzo:
 Airbnb:
 Online ads
 Stars used to make adults pay attention.

14. Upload the various Posters and Trailers

15. The Poster Campaign
 The whole poster campaign is really meant to sell the lush visuals of the movie in
addition to the all-star cast that voices the various animal characters. So there’s a
very nice visual consistency across the whole campaign.
 New technologies such as Photo-shop and graphic programs have enabled Disney
to produce these eye-catching posters.
 How do the posters appeal to certain audiences?
 Any specific representations seen?

16. Textual Analysis of posters
 Take all posters and complete a DETAILED textual analysis around them – how
has media language been used to construct representations?
 Take an additional poster and consider how media language been used to
construct representations?

18. The wilderness comes alive as the animals of the jungle line up for the first triptych poster for Disney's The
Jungle Book, showcasing the modern incarnations of such familiar characters as Kaa, King Louie and Bagheera.
Initially released as three individual images on different days this week, the new banner — unveiled in full via
Twitter — features the animalistic cast of the new adaptation of Rudyard Kipling's classic books, including the
first good look at Bill Murray's Baloo, who's standing alongside the hero of the story, Mowgli (newcomer Neel
Sethi) and Shere Khan (Idris Elba)

23. Intertextuality The Lion King was one of Disney’s
most popular films and there are
scenes reminiscent of it in The
Jungle Book.
Cross promotional or just
subliminal advertising?

24. Intertextuality

25. The UK Teaser Trailer
 https://www.youtube.com/watch?v=YW97nCUE3ZA
 (duration 1 minute 49 seconds)
 Complete the sheet provided analysing the Teaser Trailer in terms of Media
Language and Media Representation