Angela Sutcliffe
January 25, 2011
Intro to College Writing
(Indent) Beginning in the early 1920’s, Walt Disney along with his brother
and equal partner Roy Disney, used their skills of creativity, imagination and
innovation to create one of the largest corporate empires in the world. Millions of
children have grown up with the famous Disney characters Mickey and Minnie
Mouse, along with the rest of Walt Disney’s classics, such as the films “Snow
White”, “The Little Mermaid” and “The Lion King”. Although these animations are
seemingly geared towards children, the success of The Walt Disney Company is
evidence that their ingenious marketing techniques and strategies have appealed
to and captured the hearts of people of all ages around the globe. One of the
best used marketing techniques by Disney is the use of an enthymeme at an
event to create and promote “events”.
In addition to the world-renowned characters and story lines created by
Walt Disney, one of its most infamous commodities are is the multiple theme
parks the company operates all around the world. According to Associated
Content, “With an estimated 40 million visitors a year, Disney World is one of the
world’s most popular attractions.” For everyone aspiring to relive his or her
childhood and enjoy the magic once again, this has been a desirable destination
for over 40 years. Not one to rest on their laurels, The Walt Disney Company
continues to use rhetoric to allure more and more tourists each year in to take
part in the unforgettable, magical experience.
One of the most recognizable campaigns Disney is credited with (Delete
comma) is the phrase “I’m going to Disney World!” (Delete period)These specific
advertisements are generally shot after a monumental event, such as the Super
(space) bowl or American Idol. The long-standing tradition of the Super Bowl
champs reciting this line began in 1987 when New York Giants’ quarterback Phil
Simms exclaimed his Disney Vacation plans following his team’s triumph in
Super Bowl XXI. The use of ethos is employed through the people The Walt
Disney Company chooses to cast in these commercials. Another popular
example was when Green Bay Packers’ Quarterback Aaron Rogers was the
Super Bowl XLV MVP and as is the tradition, was the lucky guy to utter the
famous post-Super Bowl quote "I'm Going to Disney World!” (Delete period) It
has become a ritual that the reciter of this famous phrase receives the privilege
of being a guest of honor during a parade held at Walt Disney World’s Magic
Kingdom Park after the featured event. An enthymeme that appears in these
commercials suggests that whoever starring in the advertisement has just lived
through one of the most memorable moments of their life, and “there is no better
way to continue the magical moment than to indulge on an enchanting vacation
to the place where dreams come true”- Walt Disney World.
Another commercial that holds familiarity with a lot of the nation is Disney’s
recent series of commercials based on the question "What will your Disney
memory be?” (Delete period) These commercials are typically aired during prime
time on family television networks such as ABC and ABC Family, and throughout
this advertising, Disney proves through logos, ethos and pathos why families
should be booking their Disney trip now. Disney is especially in-tune with using
pathos in their advertising and the theme for these commercials (Delete, don’t
need it) is certainly no exception. The advertisements in this series follows real
home videos of a specific family's trip to Disneyland or Disney World. Perhaps
the most popular is the Rodriguez family’s recent experiences in the Disney
parks. This particular story demonstrates the variety of attractions in the park that
can be enjoyed by family members of all ages and the family as a whole. It also
leads us to the conclusion that Disney can serve as a wonderful bonding
experience and help you to grow closer as a family, as exemplified at the end of
the clip when the Rodriguez family gathers in for a group picture in front of the
Cinderella castle.
At the end of the commercial, the price of the Disney trip is shown and it is
announced that "You can make your Disney memories now, at a price that is
right for you." Through the use of logos, it is presented that it is possible to go "as
low as $68 per person, per day" for certain vacation packages. It sounds
appealing to families who have longed to go to Disney but always imagined the
price to be too expensive for their budget. The hidden message part that is easy
to over look however is that the price of $68/day, per person, is the absolute bare
minimum. If you go in to depth on this vacation package and research it, you will
find that this package only includes your stay at one of Disney’s value resorts,
and theme park admission to one park a day. The basic price doesn’t even cover
the essentials such as food, transportation and the extra costs of souvenirs.
Disney only offers you with a deal including prices of things they have control
over. The rest of planning the “Magic Your Way” is up to you. There are several
factors to be accounted for when planning a trip to Disney World, but with the use
of rhetorical tools, Disney is not just selling a product any more; lifestyle has
been turned into a commodity. People buy lifestyles- not products and services.
Lifestyle marketing positions brands to complement their consumer’s interests,
needs, and values. This manipulates them into believing that s trip Disney is one
of life’s necessities. (I’m confused about this statement) Walt Disney has put
such a stamp on American tradition, making it seem almost essential to take your
family to this destination. With the branching out of theme parks into other
countries as well, there is no stopping Disney’s domination over people’s views
of a proper lifestyle. Disney constantly promotes itself, never pausing. The
company’s persistence is why Walt Disney World is one of the first places to
come to mind when considering taking your family on a vacation.
Paradoxically, when the trip to Disney has been paid for and arrangements
are made, the persuasion doesn’t stop there. Once you get into the parks, you
are surrounded by more promotions and souvenirs. At the end of all of the
attractions is a themed store with merchandise pertaining to that specific
attraction, and plenty of opportunities are provided to extend your stay, book
another, upgrade your ticket and visit many of their restaurants and resorts, not
to mention the numerous amount of gift shops that can be found in every resort,
restaurant and the booths throughout all of the amusement parks. The company
has even founded it’s own city near the Walt Disney World Resort, by the name
of Celebration, Florida. The town of Celebration uses the phrase “Live, Work,
Play” to entice people to become residents. Their sense of community and
familiarity comes from the ethos of the credible, friendly atmosphere of Walt
Disney World. Essentially, Disney is using its own artistic proofs to serve as a
method of persuasion for their own agenda. This strategy is an incredibly brilliant
way of promoting themselves.
Walt Disney World’s use of rhetorical tools in their advertisements, create
appealing products to people all around the world. The planning process that
accompanies a trip such as a visit to Walt Disney World is grueling, and there is
a considerable amount of budgeting and heavy consideration that goes into it.
The hardships, however only make the Disney vacation that much sweeter when
you finally get to experience the magic.
- This paper was good Angela I really liked it. It had a lot of details and
examples. This is the same thing my family experience while we went to
Disney when I was little, like all the shop and store after every ride all the
money you spend just to have a fun day a Disney and have memories.
Good Job! Only a little errors but good.