The document provides information about how Disney marketed both the 1967 and 2016 versions of The Jungle Book film. It discusses various marketing strategies used, including posters, trailers, merchandise, interviews and more. For the 2016 version specifically, it mentions marketing tactics like social media campaigns, billboards, and virtual reality experiences. The document also includes analyses of posters from both films, discussing how media language and representations are used to appeal to different audiences.
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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…
Posters
Billboards
Sides of busses
Clothes
Interviews
Merchandise
Radio
Do something that goes viral
Trailers
Soundtrack video games
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’- clothes, toys, board games,
video games, trailers.
Give examples of ‘below the line’- interviews with the actors,
social media, review.
4. Marketing – The Jungle Book 1967
Give several examples of how the Jungle Book was marketed in 1967
the jungle book was marketed by posters, trailers for the dvd, costumes,
soundtrack.
5. Marketing – The Jungle Book 2016
Give several examples of how the Jungle Book was marketed in 2016- posters, toys,
clothes, soundtrack rerelease, adverts, radio, interviews, billboards.
Mention any special promos, stunts, law of the jungle, theme parks, sand sculptures
etc
http://posterposse.com/disneys-new-jungle-book-vr-experience-lets-you-see-the-
world-through-mowglis-eyes/
6. Marketing
How did they attract the male demographic? By using more fierce and scary
animals to promote the film. That attracts the male demographic as it looks like
action film so makes men want to see it as its stereotypically the genre for males.
How did the aim at the Hispanic market? Released a spainsh tv show due to
Univision.
What are Univision personalities? They are communication that changes the
languge of the tv programme mostly into Spanish-American.
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
8.
9.
10.
11. Merchandise
What are all the examples of merchandise released to tie in with the film?
12. Advertising and Cross Promotion
The movie ran its first TV spot during… august 23rd 2016
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.
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? Bright colours and stand off
the page and appeal to the audience as the cartoons look fun for the younger
demographic.
Any specific representations seen? Baloo is represented as a kind caring
character as he looks after mogale.
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.
Well known name of film
promotion/ modern take on new
film title font making it stand out
from the old film..
Promotes the different types of viewing
for the audience giving them a option.
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.
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
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
22. Colours on this poster are mostly
green/brown and black;
genuinely quite dark. This gives
the representation of the jungle
as mysterious and gloomy but
with a sense of adventure.
The logo of the
film producer,
Disney, in the
colour of gold
to fit in with the
Jungle Book
theme.
This golden text which fits in
with the Jungle Book theme,
shows how the film is
available to viewers in many
different types of Cinema.
The purpose of Mogley in the
middle of the poster is to show
that he is the main character, and
that Jungle Book is centered
around his adventure.
Furthermore, the fact that all the
other animals are watching him
and focused shows this.
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?
They have use the same sort of scene but then
have just been revamped and changed a little to
make the scenes have a different atmosphere
due to the lighting and the way the animals are
looking up in the new one at someone yet in the
old one they are almost all working together.
24. Intertextuality
They have used a scene from the lion king and
integrated into the new jungle book to create a longer
and “new scene” in the jungle book making it a serious
scene as you don't know what will happen to moguli.
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
