The Disney DebateThe Disney Debate

Nicole Campos

Disney’s Approach to Brand Loyalty

• Brand loyalty is where a person buys products from the same manufacturer repeatedly, rather than from other suppliers.• Walt Disney understood that if everyone who worked in his organization cared about their customers and treated them as “guests in their home,” they would remain loyal to Disney forever.

In this 2011 In this 2011 commercial for commercial for Disneyland, we can Disneyland, we can see the emotional see the emotional connection at work. connection at work. The guests are not The guests are not only expected to be only expected to be entertained and entertained and amazed by the amazed by the Disney-themed park, Disney-themed park, but also to feel that but also to feel that they are they are special.special.

What does Disney really teach children?

Notice how Disney villains are either ugly, old or fat.This teaches children that physical attractiveness determines whether a person is good This teaches children that physical attractiveness determines whether a person is good or bad. A child’s brain is learning morals, language and recognizable patterns. or bad. A child’s brain is learning morals, language and recognizable patterns. Disney movies tend to cause a child to associate a bad personality with an unattractive outer appearance, which is certainly not always the case in reality., which is certainly not always the case in reality.

Examples of Subliminal Messages in Disney MoviesIn one particular scene, as Simba from the Lion King slumps down to concentrate on his life, particles of dust float away from him spelling the word 'sex'. In Tangled’s promotional poster, the word ‘sex’ can be found again, this time on Rapunzel’s hair on Flynn.

A few more examples of subliminal A few more examples of subliminal messaging in Disney films. Speculators messaging in Disney films. Speculators believed that there were racist believed that there were racist connotations in Disney movies, such as connotations in Disney movies, such as Aladdin’s skin color changing in Aladdin’s skin color changing in accordance to his wealth. A famous accordance to his wealth. A famous subliminal message was a phallic subliminal message was a phallic symbol in a promotional poster for symbol in a promotional poster for The The Little Mermaid. Little Mermaid. In the film In the film Who Framed Who Framed Roger Rabbit, Roger Rabbit, Donald Duck can be Donald Duck can be heard saying the N-word, though Disney heard saying the N-word, though Disney later denied this claim. later denied this claim. You decide whether he said it or not.You decide whether he said it or not.

Q: Q: How would you describe a princess? AA: I think a princess is a really pretty girl who’s smart, nice, young, skinny and rich.

QQ: : What was Disneyworld l ike? What made Disneyworld special for you?

AA: Disneyworld was so fun, I got to meet Buzz Lightyear and Mr. Incredible and [other characters]. I really felt like I was part of the movies and everything felt so real.

Q: Q: (After explaining to him how Disney movies could possibly corrupt the young minds of chi ldren) Do you

feel that Disney is bad for kids or i ts just there for entertainment?

AA: I think…that kids look up to heroes and Disney characters a lot. Everyone wants to be like a hero or princess. So yes, Disney teaches us bad things without us knowing it.

Interviewing my 10-year-old brother on his perspective Interviewing my 10-year-old brother on his perspective of Disney cultureof Disney culture

Disney’s Princess EffectDisney’s Princess EffectOne of America’s popular cultural institutions is Disney. From Mickey Mouse to “Sleeping Beauty” to “Cars,” everyone has seen, or is at least familiar with, something from Disney. We view Disney as a family-friendly and wholly moral corporation, one that does not stand for anything that could offend anyone. But are we looking deep enough?

….The problem is: What is between the lines? Aurora is described as an extraordinarily beautiful woman, so young girls will understand, even if they are not directly told, that is how they are supposed to strive to look. If you have ever seen “Sleeping Beauty,” however, you will notice that Aurora’s figure is as impossible as Barbie’s for humans to achieve. Unfortunately, this is not isolated just to “Sleeping Beauty.” All of Disney’s princesses, and even some of the female villains, are impossibly proportioned, and the ones who are not, like Ursula of “The Little Mermaid,” are still hyper-sexualized to the point of absurdity.

….Disney movies also teach little girls they are supposed to be complacent and weak if they want to be successful. “Sleeping Beauty” is a perfect example of this. Aurora, as the perfect woman, is depicted as extremely demure. In every case she is merely whisked through the story, rarely taking a proactive stance. Even when they are proactive, like Ariel in “The Little Mermaid,” it is because of their aggressiveness that everyone else is plunged into peril.

….The vast majority of women who do use power in Disney movies are the villains. Maleficent’s magic is more powerful than anyone else’s in the kingdom, including the combined power of the three good fairies. Ursula is the sea-witch people go to when their problems cannot be solved by ordinary means.

….While men in Disney films are allowed to be aggressive, they are not allowed to be much else. The prince in “Sleeping Beauty,” Prince Phillip, is utterly forgettable, a completely flat character. I did not even know his name was Prince Phillip until I saw the movie. I thought his name was Prince Charming. Charming is actually from “Snow White.” Shows how memorable he is. All of this teaches the boys who watch Disney movies they need to be strong, but silent and withdrawn, to be successful.

Follow up• The article discusses the effect of Disney princesses in American The article discusses the effect of Disney princesses in American

culture. culture. • According to a 2011 Disney release, $4 billion is spent a year on According to a 2011 Disney release, $4 billion is spent a year on

Disney princess products, most of which are “geared toward Disney princess products, most of which are “geared toward appearance.”appearance.”

• Many princesses are highly sexualized and have impossibly Many princesses are highly sexualized and have impossibly proportioned bodies (lean waists, long flowing blonde hair, proportioned bodies (lean waists, long flowing blonde hair, slender figures). This indirectly tells young girls that this is how slender figures). This indirectly tells young girls that this is how they should strive to look. they should strive to look.

• Disney films also have a negative effect on boys. They are taught Disney films also have a negative effect on boys. They are taught that they must show aggression to obtain the girl that they like.that they must show aggression to obtain the girl that they like.

QuestionsQuestions

• Do you think Disney movies provide entertainment to children, or are they detrimental to the youth?

• How do you feel about the sexualization of teen Disney stars (i.e., the movie Spring Breakers)

• Is brand loyalty (buying from the same company for all your life) good or bad for the customer?

ReferencesReferences• "Top 10 Ways Disney Corrupts Children." Listverse. Listverse, 22 Nov. 2012.

Web. 13 May 2013.

• "Top 5 Disney Subliminal Messages." Movie Moron - Movie News & Humor. Movie Moron, 16 July 2011. Web. 13 May 2013.

• "Disney Influence on Children." Psychological Effect of Children's Movies. Association For Natural Psychology, 12 Mar. 2012. Web. 13 May 2013.

• Newman, E. "Subliminal Messages In Disney Movies." ScreenJunkies.com. Screen Junkies, 2 Sept. 2012. Web. 12 May 2013.

• Orenstein, Peggy. "What's Wrong With Cinderella?" The New York Times. The New York Times, 24 Dec. 2006. Web. 13 May 2013.