.

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. 10 ways of marketing a film to an
audience:
• Trailers
• Spoilers
• Merchandise – T-shirts, props
• Adverts
• Posters
• Social media – Twitter, Pinterest
• Tv shows – e.g. This Morning
• Celebrities – Promotions
• Memes
• Publicity stunt

3. What does Film Marketing involve?
Marketing involves all of the deals done to get the films shown
and promoted.
Above the line:
• Television and cinema
• Radio
• Print ads (magazines and
newspapers)
• Outside advertising
(billboards and signage)
Below the line:
• PR
• Search engine marketing
• Paid search
• Social media marketing
• Events
• Content marketing

4. Marketing – The Jungle Book 1967
Give several examples of how the Jungle Book was
marketed in 1967:
Posters: Trailer:

5. Marketing – The Jungle Book 2016
Give several examples of how the Jungle Book was
marketed in 2016:
Ride at Disney Land: Billboards:
Trailer:
Publicity stunts:
Imax:
Games:
Social media:

6. Marketing
How did they attract the male demographic?
They attracted the male demographic by using real life animals which made it more realistic as they could have
been aggressive. Also, they advertised it to all ages and genders through social media. As they did this through
social media and games it would’ve attracted to the male demographic, rather than just children and women.
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.
How did the aim at the Hispanic market?
Strong marketing to Latino audiences, who are very overrepresented among cinema audiences and who over
index a great deal in terms of online social, Disney had The Jungle Book covered on multiple Spanish language
channels, media outlets, and programs, including interactive promotions putting Latino stars in scenes from the
film. 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.
What are Univision personalities?
Univision is an American Spanish language broadcast television network that is owned by Univision
Communications.

7. More Marketing Strategies
Bloggers:
https://mrmoviefilmblog.com/2016/04/09/the-jungle-book-2016/
http://www.geekyfilmblog.com/home/2016/4/23/the-jungle-book-2016-review
http://disney.wikia.com/wiki/User_blog:Ratigan6688/My_Thoughts_on_The_Jungle_Boo
k_(2016_film)
How did they keep the film from looking too childish:
Ours is for a slightly older audience,” Serkis said. “It’s a PG-13, more a kind of ‘Apes’ movie, a slightly darker
take, closer to Rudyard Kipling’s. It’s great to scare kids in a safe environment because it’s an important part
of development, and we all loved to be scared as kids, so we shouldn’t overly protect them. Kids are so
sophisticated, and that is why our ‘Jungle Book’ is quite dark. … It’s a story of an outsider, someone who is
trying to accept the laws and customs of a particular way of living and then has to adapt to another culture, a
human culture, which of course he should be able to adapt to, because this is what he is. So it’s about two
different species and their laws and customs, and neither are entirely right.
Social media was also used with a large Facebook, Instagram and Twitter
campaign along with YouTube and viral marketing campaigns.

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

12. Advertising and Cross Promotion
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.
Disney has released a new The Jungle Book TV spot. It seems at this point they’re not really trying
to sell the plot, which is good because The Jungle Book isn’t so much a plot-driven narrative as one
that’s driven by Mowgli’s relationships with the various jungle creatures he encounters.
Disney ran the Jungle Books first TV spot during the super bowl as they knew that there
would be a large population watching it, including a male demographic and women and
children.
Link to the full spot:
https://www.youtube.com/watch?v=qQQ-SHNBuO8

13. Advertising and Cross Promotion – Give
examples of…
Kenzo X Jungle Book AirBNB X Jungle Book
Jungle Book themed holiday:
https://www.youtube.com/watch?v=TVdrlvrjpv8
Superbowl advert:
https://www.youtube.com/watch?v
=C5WHaGEmtu4

14. Upload the various Posters and Trailers
2016 Trailer:
https://www.youtube.com/watch?v=5mkm22yO-bs
1967 Trailer:
https://www.youtube.com/watch?v=LNVTKXIK7q8

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?
By using different characters to influence the posters, they appeal to different people depending on a personal
preference to each character. By creating a range of posters rather than just using one, it appeals to a larger
audience and a range of demographics. For example, a dark poster will appeal more to an older audience as it
is more scary, where as a bright colourful poster will appeal to a younger or female demographic.

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. Dark colours
Fire is a negative
connotation
A scar, could
connote as a hint
something bad will
happen
Disney is a well
known company Well known film,
already popular
Well known
character who
people can relate
to and feel
emotive for

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. Brighter, more
positive colours.
Happier
connotations
Well known
characters, showing
them all to relate to
a larger
demographic
Celebrity names so it
is more relatable to a
larger audience
Disney to relate
to a young
demographic

20. Looks like the lion
king, could attract
another audience
Each character
attracts to different
people
Bright colours
connote
happiness, which
contrasts with the
character

21. Could be found
interesting
because it is a real
life place which
people may have
visited
Personal
preference of
character
Takes up a large
part of the scene so
creates an impact
on the audience

22. People could
recognise this
scene from the
original movie
Because a lot of
the characters
are in the scene,
they want to
know what's
going on,
making them
more inclined to
watch it

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