Revision

1. 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.

2. What ways can you market a film?
Think of 10 ways of marketing a film to an
audience and upload some visual examples…
 Publicity stunt
 Teaser trailer
 Interactive Facebook page
 Visually compelling website
 Social network campaigns
 Auction props used in films
 Social competitions & quizzes
 Celebrity & brand partnerships
 Hashtags and memes
 Vines

3. 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
 Billboards
 Film trailers
 posters
 Give examples of ‘below the line’
 Face to face promotion
 Pamphlets
 Discount coupons

4. Marketing – The Jungle Book 1967
 Give several examples of how the Jungle Book was marketed in 1967
 Used movie signs, cinema signs and word of mouth due to the lack of social
media and internet
 As Disney was already household name it was a very successful film with families
 In 1991 they released the film on VHS as part of Walt Disney Classics
 Then in later it was released on DVD and Blu-ray
 Budget was $4,000,000 and it grossed $141,843,612

5. Marketing – The Jungle Book 2016
 Give several examples of how the Jungle Book was marketed in 2016
 Jungle book official website, Facebook, Twitter and Instagram
 Featurettes and teaser trailers
 Held a fan event with sneak peaks and actor meet and greets
 Disney park, Animal Kingdom helped promote by selling characters in their shops
 Had its own Snapchat filter
 VR events all over USA (seeing through the eyes of Mowgli)

6. Marketing
 How did they attract the male demographic?
 Strong male characters (Idris Elba)
 More aggressive/violent scenes
 CGI and special effects
 How did they aim at the Hispanic market?
 Released a Spanish TV show
 Five week stunt on Spanish social media to hook one Spanish family member who encourage the rest of
the family to go
 What are Univision personalities?
 Where there is dubbing of all voices to make it appropriate for all different nationalities

7. More Marketing Strategies
 Bloggers- give reviews and their opinion to millions of viewers.
 How did they keep the film from looking too childish-by using the stern faces
of the in the posters to create a serious and tense impression of the film.
 Social media was also used with a large Facebook, Instagram and Twitter
campaign along with You Tube and viral marketing campaigns

11. Merchandise
 What are all the examples of merchandise released to tie in with the film?
 Merchandise included mainly posters, toys, books and song records.

12. 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.

13. Advertising and Cross Promotion – Give
examples of…
 Kenzo: Cross promotion with Disney, as they launched a Jungle themed
fashion collection.
 Airbnb: Billboards, bus stops, and online advertisement for villas near
DisneyLand, Florida.
 Online ads.
 Stars used to make adults pay attention.
 .

14. Upload the various Posters and Trailers

15. 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?

16. 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?

17. company
Promotion
of viewing
Scar shows
action and
violence
Fire shows
weapon and
improves the
atmosphere
Well known name of film
promotion/ modern take on new
film title text.
His eyes are fixed onto
something show intensity
Promotion of actor to make
the film a blockbuster as has
a famous child actor.
The deep red is a vicious
and harsh colour to promote
violence and action
throughout the film showing
that the film is fit for all
audiences.

18. 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)

19. All the actors
are at the front
poster so people
who are fans of
the actors they
can be seen an
entice fans into
the film.
The bright blue and vibrant colours
make it then feel more like the
jolly jungle book it really is showing
how its fun and not all scary.
Shows all the
characters to almost
advertise the
characters to show it’s
a modern spin on the
original. And shows the
fan favourites.
The way they are
high up I n the tree
could suggest a
level of power over
other animals.
Promotes the different types of viewing
for the audience giving them a option.
Well known name of film
promotion/ modern take on new
film title font making it stand out
from the old film..

20. Shere Khan is
shown to have a
fierce face, we
can tell he’s going
to be an evil
character.
Shere khan is in
the foreground
and in the centre
of the poster to
show how
dominant he is
All the other
animals are right in
the background to
show they are less
dominant then
Shere Khan
The bright
colours in the
background
show happiness,
which contrasts
with Shere Khan
in the
foreground
The cast are
shown, which
include actors and
actresses that are
very well known

21. The title has been
written in a regal golden
font to give it a link to
the the colonial times in
India
There is a group of small
monkeys in front of King
Louis giving him an
authoritive and powerful
demeanor which could
portray the more sinister
side of the modern film
The Disney logo has been
used to encourage everyone
to watch the film as they
know it will be a success
All the star studded casts
name have been shown in gold
to encourage fans to watch
the film
The snake is on the side of the
image showing it is not a main
character however its still quite
large showing it will be
prominent throughout the film,
also she is the only female
character which could be quite
derogatory towards woman
The derelict building
in the background
shows how struggles
are going to have to
be overcome but it
is in the light
showing these will
be overcome

23. 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?

24. Intertextuality

25. 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