Disney 's Success For Promoting Happiness

Walt Disney Productions prestige is to never disappoint and their latest movie Frozen, is no exception. The movie centers around the lives of two sisters, kind-hearted Anna and the frightened Snow Queen Elsa. Fearless Anna sets off on a journey to find her sister, who flees to an icy mountain after she accidentally traps the kingdom of Arendelle in an eternal winter with her ice powers. Disney’s 2013 animated film reeled in its target audience and more; the film intended to appeal to children’s of all ages surprisingly enough enticed a wider audience largely comprised of non-families. Disney’s reputation for promoting happiness and the well-being of American families led to the direct success of the movie Frozen. The film met its purpose, depicting a touching storyline – showing the importance of family and undermining the traditional concept of “true love.” Furthermore, Walt Disney Productions established sufficient credibility within its viewers and audience with the use of artistic proofs such as; ethos, logos, and pathos. Disney’s tradition is to provide the audience with an educational piece of entertainment, Frozen is undeniably one of those Disney animated films worth seeing. Walt Disney Productions strategic use of rhetoric made it evident that the movie was going to be an all-time hit – some may even say “the biggest children’s film of all time” – simply because it was just that, a Disney movie.

As a child, most children become infatuated with the newest Disney movie. Although Disney movies target children, watching them as an adult, we start to notice hidden messages and themes in our favorite childhood movies. A category of Disney packed with secret meanings is the Disney princess films. We watch in awe a young girl living, for the most part, the perfect fantasy life. She sings to animals, her hair is always perfectly in place, and there is always a prince to come and save her. In reality, there is much more to the princess persona than we realize. In 2014, Disney’s Frozen took the world by storm and became the highest grossing animated film ever. Frozen takes us on a magical journey with Princess Anna to find her sister, Princess Elsa, whose power to create ice has forever trapped their homeland, Arendelle, in eternal winter. Elsa is haunted by the memory of almost tragically killing her younger sister Anna because of her icy powers. Isolating herself from the world, Elsa dedicated her life to concealing her powers and learning to control them. The movie Frozen teaches the importance of social development among children.

Just like what John Musker says, “We thought it would be very appealing to do a female empowerment story that didn’t center on any sort of romance” (Berman 2016). The hearts of their stories focused less on finding true love and more on journeys, selflessness, and self-discovery. The first thing to point is that nobody of these leads’ – except for naïve Anna – core story aims was to fall in love. Tiana (The Princess and the Frog 2009) driven hard to become an effective business holder, Rapunzel (Tangled 2010) desired to discover the outside world, Merida (Brave 2012) wished to evade being married off in the name of practice, and Anna and Elsa (Frozen 2013) were looking to save each other, reconstruct their relationship and keep their empire from being overhauled by an outside threat. This period in Disney cinematography also took the time to highpoint relations between women for the first time. Just like in Brave, the chief bond is revolving between daughter and mother. There are plenty Disney movies to have explored love, but this one stands out and is experienced by most teenagers – the altering scene of the mother–daughter bond. Similarly, Frozen mainly focuses on the sisterly bond between Anna and Elsa. Jennifer Lee states that “She wanted to create characters they both could relate to, and felt the bond between sisters would be more accessible to a young girl than the lure of romantic love” (The Columbian 2014). Again, Disney took steps to discover something foreign to its earlier movies. By representing firm women and the inner workings of their relations, the last few Disney animated films showed a more precise reflection of the world. Based on the past of Disney Princesses above, we are sighted stronger role models creating their way into children’s

The Disney Corporation has had both positive and negative effects on American society. Disney has majorly affected both the youth and adults in America by way they interact with each other, what they expect from each other, and how parents bring up their youth in harsh and unrealistic expectations according to Disney. Disney has fostered a strong sense of imagination in the past, present and future youth of America. This sense of imagination is necessary to the development of children when it comes to success in life and self-confidence. The Disney Corporation knows how to work it’s audience for a profit and mastering that skill has allowed Disney to accumulated billions by advertising and selling fantasies to young children and their parents. It’s also these very ideas that influence what Americans believe our government and policies should be founded on. In “The Mouse That Roared” the author states “Education is never innocent, because it always presupposes a particular view of citizenship, culture, and society. And yet it is this very appeal to innocence, bleached of any semblance of politics, that has become a defining feature in Disney culture and pedagogy” (Giroux 31) This quote defines Disney at large. Disney has created the idea of ‘imagination’ in American society and perpetuates it in everything America does and influences everything America stands. In everyday American life, politics and business, The Disney Corporation has a hand in it.

Audience. It may appear that Disney’s target audience is primarily children, but with its vast assets Disney’s products reach the full spectrum of audiences from preschoolers to adults. Disney products include television programs, books, magazines, musical recordings and movies (David, 2013). Disney Channels Worldwide is comprised of 94 kid and family entertainment channels available in 169 countries (David, 2013) ABC Family is a mixture of TV series and movies targeted towards young adults and families. SOAPnet owns character driven “soapy drama” from daytime and primetime soaps to reality shows and movies, targeted at women and adults. Hyperion publishes fiction and nonfiction titles for adults (David, 2013). Radio Disney is available in more than 40 U.S. markets and on satellite radio, mobile apps and the web (David, 2013). Disney’s Consumer Products segment includes worldwide licenses, manufacturers and retailers who design and sell a variety of products based on Disney characters. These products include character merchandise and publications licensing, books, magazines and the Disney Store (Hellman, 2013). The impact of having this diversified group of outlets is shown by its large earning shares.

perpetuated over the years throughout Disney’s movies. Disney is one of the largest media companies in the world. According to Forbes, the “net worth and market capitalization of Disney Company has been estimated as $103.96 billion in 2013” ("Walt Disney Company Net Worth - Celebrity Net Worth,”). From the premiere of the Steamboat Willie cartoons in 1928 Disney has transformed pop culture as we know it today. This paper is designed to look into four major issues gender identity, gender roles, ethnicity, social class throughout Disney’s Cinderella (1950) and Frozen (2013). I aim to show that in these films can be found a subtle manual for social norms, a supplier of dominant family values. I will assess certain sociological concepts that are represented in these films namely ‘The American Dream’, standardization, pseudo-individualism and the creation of false needs. As a society, the understanding of these issues are instrumental to our being since our identity is often distorted through long term norms, ideals and merits set forth through these animated films.

Disney’s new movie “Frozen” has caught the eyes of viewers and has surprised us all, reaching No. 1 in the box Office and have pass over $300 million of tickets sold, this movie has no sign of slowing down any time soon. “Frozen’ is one of the few recent Disney films to capture the classic Disney script, like “Cinderella” or “Snow White”, it’s a heart warming and loving story, guaranteed to thaw a frozen heart. Unlike the usual Disney princess story line where the girl has a poor life or things just don’t turn out like there suppose to, they wish upon a star, fall in love, then bibbidi-bobbdi-boo they have a happily ever after. Frozen strayed off from tradition and decided to go for more of a different approach. True love has always been a

Thus, many adults had a problem with this movie. The movie is addressed to not only children but adults as well. My adults are stubborn and don’t like things that are not how they see it. These parents have metathesiophobia. Also, those adults believe that the kids should not be watching these types of movies that shows them how to be rebellious. These parents focus on the parts of the movie that were irrelevant like how Elsa ran away. Other adults who see the positive difference between the old Disney movies and the new Disney movies encourage their kids to watch it and recommend other parents to watch it with their kids. It is parents like those who have helped changed the perspective of the medias role in our socialization. Media has always been negative towards women and the role they have in the world. But movies like “Brave” and “Frozen” are helping change those perspective in a positive way.

Lois Lowry, an American writer, is well acknowledged for her writing of the book The Giver. Similarly, American film directors, Jennifer Lee and Chris Buck, are well recognized for their success of the film Frozen. While experienced differently, one being written while the other animated, both works follow the hero’s cycle of departure, fulfillment, and return, reinforced by their alternating settings. The stories’ emphasis on the value of love implies that the “feeling” is powerful enough to drive an individual to act in response to their emotional conscience. Consequently, Jonas, a dystopian character, and Elsa, the fantasy creation of Disney animation, share imagery in landscapes that reflect their coming of age transformations when, motivated by love, they recognize the value of sacrifice.

Disney is one of the most successful and largest companies in the world. They have their hand in nearly every form of entertainment as well as media, and broadcasting. Disney is best known for their animated films, unique cartoon characters, catchy musicals, and fairy tales that most of us were first introduced to as children. They are one of the few entertainment companies in the World whose primary demographic is children and teens. Nearly everybody is familiar with the Disney name and its brand, and its realistic to suggest that nearly everybody has experienced a Disney film and animated character at some point in their lives; which may have helped to influence them or their behaviors or even their

The accusation that Disney portrays an anti-Christian view is an inaccurate description of the message that the corporation attempts to influence on children. If a film is not inherently Christian or does not follow each and every rule in the Christian faith, it is suddenly “anti-Christian.” However, how is presenting a non-Christian idea or an image of Christians as less-than-perfect suddenly promote “anti-Christian” ideas? Also, many Disney films—both new and old—in fact do adhere to Christian values. A newcomer to the Disney dynasty, Frozen, has captured the hearts of children from all around the world with its catchy songs and relatable characters. However, it has attracted a vast amount of attention in the media for being one of Disney’s most implicit Christian films. The two female protagonists, Anna and Elsa, display a wholesome love that shows the viewers how the understanding of love and self-fulfillment affect us. Although Anna attempts to find happiness in a man she has just met, and Elsa isolates herself from her family, the end of the movie showcases that they can only find true happiness in sacrificial love. Biblical morality notes that true human development and authentic love occur through self-gift and

The Walt Disney Studio’s Diversity Mission Statement is “To create an inclusive environment that is open to all perspectives, allowing us to tell compelling stories in film, animation and music that visually and emotionally reflect our audience worldwide.” “The Walt Disney Studios maintains that the only existing boundaries are those of talent, ambition, imagination and innovation.” (Moore, 2007)

Cramped in a small Los Angeles office, Walt Disney drew a few larger than life cartoons. After Disney’s big hit Alice Comedies and cartoons of Mickey and the gang, he moved his office to Burbank, California. There, Walt and his brother, Roy, came up with their most famous movies such as Cinderella, Snow White, and Alice in Wonderland. Now with two American amusement parks, three international parks, multiple cruise lines, multiple resorts, over five hundred films, and over thirty academy award, it’s hard to not heard of Disney. Every boy or girl has at least seen or heard of Disney movies. It’s such a big part of society today that it becomes influential in a kid’s childhood. This project will look at the underlying effect of the Disney princess phenomenon and how it shapes a young girls’ perspective of herself and how she’s “supposed” to be.

A young girl with black hair and brown eyes sees a beautiful princess named Cinderella who has blond hair, blue eyes, and flawless skin. She believes she will never be as radiant and beautiful as the princess because they don’t look alike. Like this girl, there are many cases of Disney films having lasting negative effects on children. Disney influences children more than any other age group since most merchandise and movies are geared toward younger audiences around thirteen or younger. Walt Disney Productions have a negative effect on children through stereotypes, violent actions, and sexism presented through its characters’ physical characteristics and actions. Disney has been

Disney has become a marketing goliath and the #1 entertainment company in the US. They have been able to develop a creativity-driven philosophy that over time was tempered by financial responsibility and that benefitted from powerful synergies between its divisions. From the very beginning, Disney has been synonymous with innovation within the children’s entertainment industry, from their introduction of animations with synchronized audio, full-length animated feature films and then later into theme parks and on-ice and Broadway shows. One important element of Disney’s success was the extent to which they integrated and expanded into different