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.

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

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’

Marketing – The Jungle Book 1967

Give several examples of how the Jungle Book was marketed in 1967

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/

Marketing

How did they attract the male demographic?

How did the aim at the Hispanic market?

What are Univision personalities?

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

Merchandise

What are all the examples of merchandise released to tie in with the film?

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.

Advertising and Cross Promotion – Give examples of…

Kenzo:

Airbnb:

Online ads

Stars used to make adults pay attention.

Upload the various Posters and Trailers

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?

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?

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)

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?

Intertextuality

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