film - The Jungle Book
The Jungle Book - exam Qs
Q: Explain how Disney used media language and representation withing their advertising and marketing of The Jungle Book (2016) to reach their target audience. Discuss how they used social and cultural contexts to do this. [10 marks]
- notes on poster and UK teaser trailer
- analysis of representation in the poster and trailer considering media language elements such as camera angles, editing, mise-en-scene elements (lighting, settings, locations, costumes, props, makeup) and sound
- links to social and cultural references
Plan:
- intro
- social and cultural
- advertising and marketing - link to social and cultural and attracting audiences
- conclusion - back up points and remind examiner how media language and representation is shown in the posters and trailer to reach Disney's target audience
As one of the largest film conglomerates Disney employed many marketing and advertising techniques to draw their target audience to their film 'The Jungle Book' (2016). The marketing strategies included typical marketing techniques as well as special Disney opportunities, such as each layer feeding into each other, starting with the fanbase being targeted by social media, theme park offering an increasing amount of footage and merchandising (including unique products such as canvas at, mugs and a soundtrack) and trailers and posters hammer home the Disney bran and fans act as the 'grassroots' for the movement underlying the marketing of the movie. Other specialised marketing approaches included a maze-like immersive world called the 'Law of the Jungle' website, in partnership by, the predominantly female target audience, 'Tumblr'.; ran special promos at IMAX cinemas, heavily featuring Scarlett Johansen's Kaa; and photogenic sand-sculptures in Disney's Animal Kingdom and Epcot in Florida to increase social media circulation. In combination, with eachother, and various other marketing and advertising methods (like posters and a teaser trailer), they were intended to attract the target audience of a Hispanic market, as Disney teamed with Univision that brought "The Jungle Book" characters & clips to telenovelas, talk shows & sports coverage; use of the Disney Magic Castle logo for a female demographic, although the primary targeted gender demographic was male (58%), as Disney aggressively and repeatably pitched "The Jungle Book" as coming from the studios that brought you "Pirates of the Caribbean" (not "Cinderella") and an extended 3D trailer linked to "Star Wars: The Force Awakens". A high school audinece was also aimed at, due to the lack of 'childish' features in the teaser trailer, such as musical numbers and Baloo's goofy on-screen moments as these older siblings are likely to influence their younger sibilngs. An adults audience was also aimed towards an adult audience, as done through the use of circulation of dramatic photographs which paired the voice actors with the onscreen characters. This included Idris Elba with Shere Khan (tiger,) Ben Kingsley with Bagheera (panther) and Lupita Nyong with Raksha (wolf).
'The Jungle Book' was a live action re-make of the original Disney cartoon from 1967. Disney introduces the idea of live action re-makes to further entice the adult audience, as they are pulled in by nostalgia from the origonal movie and are likely to want to see the new movie as well as encouraging their children to also watch it and get caught up in the Disney, immersive fantasy (escapism). The re-make includes odes to the original cartoon including the use of old characters, narratives and musical numbers, as well as the introduction of some new ones.
'The Jungle Book' used a successful advertising and marketing campaign, by creating number of posters including the previously mentioned dramatic photographs, a dramatic and visually lush triptych poster (mainstream audience) and lone character poster featuring Mowgli (child audience) and Disney produced a teaser trailer for the UK. In all three posters advertising the film and the UK teaser trailer, you can see strong representations of children as adventurous and protagnistic and animals as stars with in-depth characters, possessing many human qualities. This, along with the use of high technology, allows the audience to feel empathetic towards the characters, therefore feeling more emotional ties when unfortunate circumstances are to occur to them.
To conclude, Disney used media language and representation within their advertising and marketing of The Jungle Book (2016) to reach their very broad and predominantly mainstream target audience. I would argue that one of the most significant features are the repeated attempts to entice a male and high school audience.
Q: Explain how Disney used media language and representation withing their advertising and marketing of The Jungle Book (2016) to reach their target audience. Discuss how they used social and cultural contexts to do this. [10 marks]
- notes on poster and UK teaser trailer
- analysis of representation in the poster and trailer considering media language elements such as camera angles, editing, mise-en-scene elements (lighting, settings, locations, costumes, props, makeup) and sound
- links to social and cultural references
Plan:
- intro
- social and cultural
- advertising and marketing - link to social and cultural and attracting audiences
- conclusion - back up points and remind examiner how media language and representation is shown in the posters and trailer to reach Disney's target audience
As one of the largest film conglomerates Disney employed many marketing and advertising techniques to draw their target audience to their film 'The Jungle Book' (2016). The marketing strategies included typical marketing techniques as well as special Disney opportunities, such as each layer feeding into each other, starting with the fanbase being targeted by social media, theme park offering an increasing amount of footage and merchandising (including unique products such as canvas at, mugs and a soundtrack) and trailers and posters hammer home the Disney bran and fans act as the 'grassroots' for the movement underlying the marketing of the movie. Other specialised marketing approaches included a maze-like immersive world called the 'Law of the Jungle' website, in partnership by, the predominantly female target audience, 'Tumblr'.; ran special promos at IMAX cinemas, heavily featuring Scarlett Johansen's Kaa; and photogenic sand-sculptures in Disney's Animal Kingdom and Epcot in Florida to increase social media circulation. In combination, with eachother, and various other marketing and advertising methods (like posters and a teaser trailer), they were intended to attract the target audience of a Hispanic market, as Disney teamed with Univision that brought "The Jungle Book" characters & clips to telenovelas, talk shows & sports coverage; use of the Disney Magic Castle logo for a female demographic, although the primary targeted gender demographic was male (58%), as Disney aggressively and repeatably pitched "The Jungle Book" as coming from the studios that brought you "Pirates of the Caribbean" (not "Cinderella") and an extended 3D trailer linked to "Star Wars: The Force Awakens". A high school audinece was also aimed at, due to the lack of 'childish' features in the teaser trailer, such as musical numbers and Baloo's goofy on-screen moments as these older siblings are likely to influence their younger sibilngs. An adults audience was also aimed towards an adult audience, as done through the use of circulation of dramatic photographs which paired the voice actors with the onscreen characters. This included Idris Elba with Shere Khan (tiger,) Ben Kingsley with Bagheera (panther) and Lupita Nyong with Raksha (wolf).
'The Jungle Book' was a live action re-make of the original Disney cartoon from 1967. Disney introduces the idea of live action re-makes to further entice the adult audience, as they are pulled in by nostalgia from the origonal movie and are likely to want to see the new movie as well as encouraging their children to also watch it and get caught up in the Disney, immersive fantasy (escapism). The re-make includes odes to the original cartoon including the use of old characters, narratives and musical numbers, as well as the introduction of some new ones.
'The Jungle Book' used a successful advertising and marketing campaign, by creating number of posters including the previously mentioned dramatic photographs, a dramatic and visually lush triptych poster (mainstream audience) and lone character poster featuring Mowgli (child audience) and Disney produced a teaser trailer for the UK. In all three posters advertising the film and the UK teaser trailer, you can see strong representations of children as adventurous and protagnistic and animals as stars with in-depth characters, possessing many human qualities. This, along with the use of high technology, allows the audience to feel empathetic towards the characters, therefore feeling more emotional ties when unfortunate circumstances are to occur to them.
To conclude, Disney used media language and representation within their advertising and marketing of The Jungle Book (2016) to reach their very broad and predominantly mainstream target audience. I would argue that one of the most significant features are the repeated attempts to entice a male and high school audience.
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