Advertising and media (Jungle Book)

AS media
Advertising & Media Case Study
Analysis of The Junglebook 2016
posters and the UK teaser film trailer

Advertising and Media
OCR Spec.
Advertising and Marketing: The Jungle Book (2016) UK Film Posters, UK trailer
Advertising and marketing must be studied in relation to media language and
media representations, including a consideration of the social and cultural contexts
that influence how media language is used to construct representations.

Aim: To study media texts in relation to media language,
media representations and social and cultural contexts
• Know: Recognise how the media language of the jungle
book (1967 & 2016) has changed over time
• Know: Recognise how media representations of the jungle
book (1967 & 2016) has changed over time
• Do: study the social and cultural contexts that influence
how media representations are created
• Do: construct an essay on the Junglebook,s film trailer and
advertising poster
• Show: evidence of thee completion of the essay in blogger

Task 1. create a blog post entitled
“Advertising and Media (Jungle book)”
• Record notes from the presentation as this will
help you to create the essay
• You should also embed the power point within
the blogger as a study aid.

Task 2: In studying the presentation there is a wealth of information to
help you to construct an essay based on the question.
Part (a)
Comparing the 1967 and 2016 versions of Walt Disney`s Jungle book
(posters and film trailers), using media language discuss how the
representations of the characters have changed.
You will need to explore the changes in social and cultural contexts and
impact of technology as [art of your essay.
• Part (b)
Discuss how these films were marketed and the value earned by the
company. Using media language discuss the effects of technology on
targeting an older audience in the 2016 version

OCR Spec.
• Learners need to study the set advertising and marketing products in relation to all the subject
content bullet points listed under the ‘media language’ and ‘media representations’ topics in the
subject content table at the end of this component.
• Theories of media language and representation do not need to be studied.
• Learners should investigate how the elements of the theoretical framework for media language are
used to construct representations that appeal to particular audiences, including a consideration of
the influence of social and cultural contexts. Consideration should be made of media language
elements specific to posters and moving image trailers such as locations, costumes, choice of
camera shot, angle, lighting, typography, layout, editing and sound as appropriate.
NOTE. Most of the media language analysis has been covered during previous lessons
The main focus will now be on how media language is used to construct representations.

Representation
Refers to the construction in any medium
(especially the mass media) of aspects of
‘reality’ such as people, places, objects, events,
cultural identities and other abstract concepts.
Such representations may be in speech or
writing as well as still or moving pictures.

Junglebook film Posters
• You need to have studies the media language
associated with ALL DISNEY’S FILM POSTERS
RELEASED IN THE UK
• See the following link
• http://www.impawards.com/2016/jungle_book_
gallery.html

Jungle Book 1967
Task 1
In your blogger describe how technology has
impacted on the way the 2016 version of
the Jungle Book is marketed compared to
the 1967 version.
• Technology opposite created using
lithography
• 2016 created using Photoshop and other
CGI techniques
• How do these technologies affect the
media language?
• In what way has the use of Font
developed?

• 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

Teaser Trailer
https://www.youtube.com/watch?v=YW97nCUE3ZA

• You have already studied the media language
associated with the film trailer.

Representation
We have already learned that the media often use stereotypes as a method for
representing a particular group.
By applying Hall’s coding/decoding model the stereotypes can be considered
humorous/offensive depending on how a text is read (interpretation) (covered in
previous lesson)

OCR specfication requires you to know
Representation
• the way the media through representation construct versions of reality
• the processes which lead media producers to make choices about how to represent events,
issues, individuals and social groups
• the effect of social and cultural context on representations
• how media representations convey values, attitudes and beliefs about the world and how
these may be systematically reinforced across a wide range of media representations
• how audiences respond to and interpret media representations.
Social and cultural contexts
• how the media products studied differ in institutional backgrounds and use of media
language to create meaning and construct representations to reach different audiences, and
can act as a means of:
– reflecting social, cultural and political attitudes towards wider issues and beliefs
– constructing social, cultural and political attitudes towards wider issues and beliefs
• how media products studied can act as a means of reflecting historical issues and events
• how media products studied can potentially be an agent in facilitating social, cultural and
political developments through the use of media language to construct meaning through
viewpoints, messages and values and representations of events and issues
• how media products studied are influenced by social, cultural, political and historical
contexts through intertextual references

Contextual references
Jungle Book (1894)
At face value is a series of short stories intended to
be read to children created by Rudyard Kipling. The
story is centered around an Indian boy Mowgli (a
man cub) who grew up amongst wolves and was
helped by other talking animals to learn the law of
the jungle.
(Probe deeper and you will find that the Jungle book
contains allegorical references linked to identity and
race).
Extension task learners to find out more about the
author and to read the poem “The white man’s
burden”

Jungle Book 1967
Created by Walt Disney
• Based on Rudyard Kipling’s book THE JUNGLE BOOK
(1894)
• Kipling’s narrative contained “darker themes” and
content which were judged to be unsuitable for a
Disney film.
• Walt wanted a film that was “light, fun, and
entertaining with happy song - good stuff, fun stuff.”
• The story was modified by Larry Clemmons, who was
given, a copy of Rudyard Kipling’s novel but told him
that ‘The first thing I want you to do is not to read it’.
To turn the book into a successful film many of the
original characters and situations were cut out,
creating a clear storyline.
• At a superficial level the cartoon should not be
offensive to anyone.

Character representation
Baloo
• band leader & Comedian-singer Phil Harris was cast for
the role Baloo – ‘Harris put the lines of dialogue into
his own vernacular, (way of speaking) and brought the
role to life’, said Ollie Johnston, one of Disney’s main
animators.
• The director, Wolfgang Reitherman, said that, ‘In The
Jungle Book we tried to incorporate the personalities
of the actors that do the voices into the cartoon
characters, and we came up with something totally
different.

Task 2
Take notes on the stereotypical representations
of the 1967 version of the Jungle book
characters and research how Disney were keen
to avoid any potential negative stereotypes
associated with the 2016 version

Phil Harris (American comedian, actor) as
Baloo. https://www.youtube.com/watch?v=0hCtcgcvp0U

Shere Khan
• Shere Khan was designed to resemble his voice
actor, George Sanders, renowned in Hollywood
for playing elegant villains, but his movements
were based on live action big cats: the animator
Milt Kahl based the movements on animals
• Disney and many American filmakers have a
tract record of using the English accent to
represent villainy see the following link and add
the reasons why below
https://www.telegraph.co.uk/news/2017/01/22/british-accents-perfect-film-villains-makes-
appear-less-trustworthy/
https://www.thecut.com/2017/01/why-so-many-movie-villains-have-british-accents.html
George Sander was an English film and television actor, singer-songwriter, music composer, and
author. His career as an actor spanned over forty years. His upper-class English accent and bass
voice often led him to be cast as sophisticated but villainous characters.

George Sanders English actor (Villain) as ShereKhan.

King Louie (played by Italian American
Louie band leader Prima)
Disney’s own politics were rather conservative,
right-wing and
undoubtedly this affected the representations
constructed within the film. (An interesting
article on how Disney’s personal, political views
shaped the characterisation and narrative is
found in
(http://continuumjournal.org/index.php/33-
volumes/issues/vol-1-no-2-content/ysc-1-2/94-
perceptions-of-race-in-three-generations-of-
the-jungle-book)
• the character King Louie, who seems to some viewers to offer a racialized portrait of
jazz culture that conflates “swingers” (presumably African American jazz musicians)
with monkeys.
• Louie, the Monkey-People’s, orangutan ruler. wants to learn how to make fire so that
he can be like a man. This could easily be interpreted through a racial lens; the
monkeys could be depictions of Africans wanting to learn how to be “civilized” equals
of the white man.

• the character King Louie, who seems to some
viewers to offer a racialized portrait of jazz
culture that conflates (compares)“swingers”
(presumably African American jazz
musicians) with monkeys.
• Louie, the Monkey-People’s, orangutan ruler.
Wants to learn how to make fire so that he
can be like a man. This could easily be
interpreted through a racial lens; the
monkeys could be depictions of Africans
wanting to learn how to be “civilized” equals
of the white man.
• The representation is further reinforced
through the use of African American accents
(however) the role was played by an Italian
American
• Social context: America was a segregated
society during the 1960’s where Black people
were actively fighting for Civil rights
(equality)
Lyrics
Now I'm the king of the swingers/Oh, the jungle VIP
I've reached the top and had to stop/ And that's
what botherin' me
I wanna be a man, mancub/ And stroll right into
town
And be just like the other men/ I'm tired of
monkeyin' around!
Oh, oobee doo/ I wanna be like you
I wanna walk like you/ Talk like you, too
You'll see it's true/ An ape like me/ Can learn to be
human too

2016 representation
• Task 3. read the link https://www.thisisinsider.com/jungle-book-king-louie-
marlon-brando-2016-8
Describe the intertextual link associated with the Jon Favreau’s representation of King
Louie.
In what way does this representation avoid any association with black identity.

Female representation
• There appears to be no representation of
female characters in the 1967 version of the
Jungle Book.
• The Director Jon Favreau in the 2016 version
chose to caste Scarlett Johannson as Kaa
providing a more Seductive/beguiling voice
compared to the comedic representation of
the 1967 film

Intertextual references
Consider how the Jungle book 2016 links with the 1967
version and the 1894?
IDENTIFY: VISUAL references to the use of Disney logo:
1967 https://www.youtube.com/watch?v=Gx-IXxQ5JkA
2016
Identify: references to songs used
Identify references to other Disney cartoons
Discuss why Disney have used intertextuality.

• ‘intertextuality’ refers to the way aspects of a
particular media product relate to another
and thus accrue additional significance.

201619671894

Junglebook 2016

Marketing
What ways can you market a film? Think of 10 ways of marketing a film to
an audience and upload some visual examples…
• Do Something Remarkable – The Publicity Stunt
• Pre-Roll Video Advertising
• Be Smart With Press Events
• Let your viewers experience the story
• Video Marketing
• Create a visually compelling & functional sub-site
• Make your Facebook Page Interactive
• Use social competitions & quizzes
• Using Celebrity & Brand Partnerships
• Using Memes & Other Forms of UGC

Marketing
• 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 Above The Line
• Above the line (ATL) advertising is where mass media is used to promote brands
and reach out to the target consumers.
• These include conventional media as we know it, television and radio advertising,
print as well as internet.
• This is communication that is targeted to a wider spread of audience, and is not
specific to individual consumers. ATL advertising tries to reach out to the mass as
consumer audience.

Marketing
• WHAT DOES FILM MARKETING INVOLVE?
• Marketing involves all of the deals done to get the films shown and promoted.
Give examples of ‘below the line’
• Below the line (BTL) advertising is more one to one, and involves the distribution
of pamphlets, handbills, stickers, promotions, brochures placed at point of sale, on
the roads through banners and placards.
• It could also involve product demos and samplings at busy places like malls and
market places or residential complexes.
• For certain markets, like rural markets where the reach of mass media like print or
television is limited, BTL marketing with direct consumer outreach programmes do
make the most sense.

examples of how the Jungle Book was marketed in 1967
• Disney thought the first version of the script was too dark for family audiences, that the audience wouldn’t be able to
identify with the boy, Mowgli, and that the villain, the tiger Shere Khan, would be a cliché; so Disney himself took control
and changed the production team.
• Theatrical run: The Jungle Book was released in October 1967, just 10 months after Walt's death. Some copies were in a
double feature with Charlie, the Lonesome Cougar. Produced on a budget of $4 million, the film was a massive success,
finishing 1967 as the fourth highest-grossing movie of the year. The Jungle Book was re-released theatrically in North
America three times, 1978, 1984, and 1990, and also in Europe throughout the 1980s. The total gross is $141 million in the
United States and $205 million worldwide. The North American total, after adjustments for inflation, is estimated to be the
29th highest-grossing film of all time in the United States. An estimated $108 million alone came from Germany making it
the third highest-grossing film of all time there only behind Avatar ($137 million) and Titanic ($125 million). However, it is
Germany's highest-grossing film of all time in terms of admissions with 27.3 million tickets sold, nearly 10 million more than
Titanic's 18.8 million tickets sold.
• Walt Disney Home Entertainment released it on VHS in 1991 (and the UK in 1993) and on DVD in 2007. It was re-released
several times on DVD and on BluRay – with extras or different packaging in order to pick up new buyers (e.g. the Limited
Edition DVD released by Buena Vista Home Entertainment in 1999 or the Diamond line combination of Blu Ray and DVD in
2014). Occasionally Disney films are ‘vaulted’ meaning they are not available for purchase, which pushes up the demand –
the Diamond edition of JB disappeared to the vault in January 2017, for example. However, the classic edition of the DVD
and merchandise relating to JB are still available in Disney Stores and on the Disney website, which is marking the 50th
anniversary. The original vinyl soundtrack for JB was also the first record to achieve gold status in the USA from an animated
feature film. JB has also been released by Disney as digital downloads via iTunes, Disney Movies Anywhere, Disney Life,
Amazon Video, Movies Anywhere, Google Play etc.
• Disney produced a live-action version in 1994 and an animated sequel, The Jungle Book 2, in 2003, which Disney had
intended to release direct to video (under Michael Eisner a number of straight to video sequels were produced, which in
turn promoted the original films).

MARKETING – THE JUNGLE BOOK 2016
All the animals and landscapes etc were created on computers, mostly by the British digital effects house MPC
Give several examples of how the Jungle Book was marketed in 2016
• Disney made several smart marketing choices during the lead-in to the release of The Jungle Book that helped
build hype and buzz for the movie. They combined typical marketing approaches, special opportunities available
only to Disney, and a few unique techniques and messaging particular to this film
• Mention any special promos, stunts, law of the jungle, theme parks, sand sculptures etc
Toss Red Meat to the Base:
• In August, Mr. Favreau bounded onto a 7,800-seat arena at a Disney fan convention in Anaheim, Calif and showed
sneak-peek footage from his film. He hobnobbed with three “Jungle Book” stars on stage, including Neel Sethi,
who plays the man-cub Mowgli. Thousands of movie posters were handed out. This was the first marketing stunt
for “The Jungle Book,” which cost roughly $175 million to make. By going to happy, peppy Disneyphiles first,
Disney ensured that the movie’s initial blast on social media would be a positive one.
Theme Park Armies, Activate
• > Various corners of the Disney empire pitched in to promote “The Jungle Book.” A New Year’s Day stunt on the
Disney Channel, for instance, was used to portray the film as one of the year’s first blockbuster offerings for
families and children.
• > But the synergistic heavy lifting was done by Disney theme parks. During the jam-packed spring break weeks,
park theaters in Florida and California offered sneak-peek footage of the movie, with Mr. Favreau providing
introductions.

MARKETING – THE JUNGLE BOOK 2016
• MARKETING
• How did they attract the male demographic?
• Generally speaking, women and girls see Disney’s magic castle logo on a
trailer and are pulled closer. The opposite can be true with guys. So Disney
aggressively and repeatedly pitched “The Jungle Book” to male audiences.
• Commercials on ESPN portrayed the movie as coming not from the studio
that made “Cinderella” but “from the studio that brought you ‘Pirates of
the Caribbean.’” An extended 3-D trailer for “The Jungle Book” was
attached to “Star Wars: The Force Awakens,” which had an audience that
was 58 percent male.
• And Disney rolled out an action-oriented trailer during the Super Bowl.

Marketing
How did the aim at the Hispanic market?
• Studio marketers have learned that Hispanic moviegoers
tend to buy tickets in particularly large groups; if you hook
one family member, you can get an exponential result. To
achieve that goal, Disney teamed with Univision for a five-
week stunt that brought “Jungle Book” characters and clips
to telenovelas*, talk shows and sports coverage. Disney
even built a tool to allow Univision personalities to appear
in scenes.
* (in Latin America) a television soap opera.

Marketing
• 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 with You Tube
and viral marketing campaigns

Marketing
Celebrity endorsement:

Marketing
Technological developments:
• To help market the film towards an older
demographic
• The visuals in the poster and the film trailer
create a sense of Photorealism
• The film was created using green screen
technology and CGI
• Disney outsourced the CGI to UK based CGI
• Whose sophisticated programs closely matched
animal behaviour. The technological
advancements created Spectacle.

Analysing posters
Marketing: in what way was the casting advantageous in targeting an international
markets (asian)?

Allegory
British Empire: At its height, it was the largest empire in history and, for over a century, was the foremost
global power.[1] By 1913, the British Empire held sway over 412 million people, 23% of the world population at
the time,[2] and by 1920, it covered 35,500,000 km2 (13,700,000 sq mi), 24% of the Earth's total land area.[

Jungle Book Allegory
• Mowgli
• Wolf Pack
• Bhalu, Bagheera
• Shere Khan
• Bandar-log monkeys
Representing the British Empire
NATIVES
Representing colonised India

Jungle Book Allegory
Mowgli:
• Wolf Pack
• Bhalu,
• Bagheera
• Shere Khan
• Bandar-log monkeys
human, clever democratic,
noble, follow
the law : of the
jungle,
organised
Wise councillers
Law
Military leader
Uncivilised, wild,
lacks discipline,
simple
wild, killer,
rebellious, law
breaker
THEY
GROUP
(OTHERS)
US
GROUP

ALLEGORY
Orientalism: (Edward Said) Us and They Groups
According to Said, Orientalism is a creation of the Western culture and
allows the West to have domination over another culture because of the
political power and force the West has cultivated.
The West
Said defined the West as being rational, virtuous, mature, and normal. We
see most of these traits in the novel.
The Orient:
Is represented as: irrational, depraved, childlike, or different.
Read the following extract how, might (some) Indians view the book/film/
http://indianexpress.com/article/research/tarzan-and-mowgli-more-about-imperial-

JUNGLE BOOK CARTOON 1967
The Jungle Book is a 1967 American
animated musical adventure film
produced by Walt Disney Productions.
Inspired by Rudyard Kipling's book
THE ADVERTISING POSTER layouts were
an inspiration point for the 2016
advertising images placing the
protagonists at the center the
composition and the anatagonists in the
periphery.
The colours are warm and saturated and
the scene brightly lit. In what way is this
indicative of the genre conventions for
Disney films

• http://gbhsmediagrace.blogspot.com/

Symbolism
• Kipling’s original message based on the
ideology of Imperialism/Orientalism is
stripped from the cartoon version?
• The Jungle Book does however contain
codes relevant to American / Western
stereotypes.

Task 2 copy the following terminologies to the glossary.
• A stereotype may be defined as a popular belief about specific social/ethnic
groups or types of individuals and it is broadly standardized or simplified
conceptions of groups based on some prior assumptions.
• The stereotypes sometimes can have negative or positive impacts on
individuals.

Task 3
View the following links: -
http://www.complex.com/pop-culture/2014/05/most-racist-moments-disney-
movies-cartoons/the-jungle-book
https://litreactor.com/columns/are-the-jungle-books-racist-or-not-and-why-you-
should-read-them-either-way
Describe in the blog posts: how the cartoon may be viewed as offensive to Specific
Ethnicities
Discuss How the Disney organisation has mis-represented other ethnicities based
on the above links.
Some learners will discuss in more detail the casting of Louis Prima as King Louie
and how this might also be considered offensive to Specific Ethnicities.

JUNGLE BOOK 2016
Task 4
You have identified the social contexts in which media language has been used to
represent particular groups with regards to the 1893 and 1967 version of the
Jungle Book.
View the following links and summarise the creative decisions taken in changing
the narrative within the 2016 Jungle Book directed by Jon Favreau. (In what way
does it differ from the previous incarnations and why was the narrative changed)?
https://mediadiversified.org/2016/04/29/the-new-jungle-book-tries-to-bypass-
racism-by-erasing-identities-altogether/

Task 3
View the following links
http://www.complex.com/pop-culture/2014/05/most-racist-moments-disney-
movies-cartoons/the-jungle-book
https://litreactor.com/columns/are-the-jungle-books-racist-or-not-and-why-you-
should-read-them-either-way
Describe in the blog posts: how the cartoon may be viewed as offensive to Specific
Ethnicities
Discuss How the Disney organisation has mis-represnted other ethnicities based
on the above links

About the author
Further reading
• http://www.slate.com/blogs/browbeat/2016/04/19/how_disney_s_new_jungle_b
ook_subverts_rudyard_kipling_s_racism.html
• https://thewire.in/18999/kiplings-jungle-book-was-an-allegory-of-the-british-raj/
• http://www.telegraph.co.uk/books/what-to-read/why-no-jungle-book-film-can-
match-the-imaginative-brilliance-of/
• https://www.killeenisd.org/teacherDocs/c7/e1605/documents/JungleBookWorksh
eet-104691.pdf
• https://northernpostcolonialnetwork.com/2016/04/25/a-fresh-take-on-kiplings-
animal-allegories-jon-favreaus-re-imagined-jungle-book-is-ecologically-relevant-as-
well-as-entertaining/

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