Advertising and Media (Jungle Book)
Media Language: means the way in which a text is constructed to create meaning for a reader or viewer of the text.
Media text: The media text is any media product we wish to examine.
4 aspects of the theoretical framework
Media:
Language
Industry
Audience
Representation
Learning Objectives:
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
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.
1967 Jungle Book poster. In this version of the Jungle Book, a cartoon drawer illustrated the whole thing. The drawer illustrated it so the colours were very bright and fun, which attract the younger audience the film is for. All of the characters have been illustrated to look friendly, happy and all together.
The 2015 Jungle Book movie poster. The colours have been dulled down so they are less bright and 'in your face'. The poster looks much more realistic because the animals are real animals and the colours aren't so fake. There is a contrast in colours which could show the contrast in events throughout the film. This movie poster would make the film appeal to a much wider audience because the colours aren't so harsh and it doesn't look like it is just for the younger audience.
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
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.
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.
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. 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.
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.
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
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)
‘intertextuality’
refers to the way aspects of a particular media product relate to another and
thus accrue additional significance.
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
Above the line marketing
Above the line 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.
Below the line marketing
below the line advertising is more one to one, and involved the distribution of pamphlets, handbulls, stickers, promotions, brochures.
Above the line 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.
Below the line marketing
below the line advertising is more one to one, and involved the distribution of pamphlets, handbulls, stickers, promotions, brochures.
Essay
1967 Jungle Book poster. In this version of the Jungle Book, a cartoon drawer
illustrated the whole page. The drawer illustrated it so the colours were very bright,
saturated and fun, which attract the younger audience the film is intended for. All of the
characters have been illustrated to look friendly, happy and all as one. The characters have
been made to look like they are dancing and being silly which shows that the 1967 film is
a positive and a funny film and not a dark, sinister film. The title "Jungle Book" is bold
and one of the most eye catching points to the poster because it is in a white font which
contrasts to the background of the leaves being green, and the typography is sans serif
font which makes it more contemporary. Baloo is dancing around, smiling and laughing,
holding hands with Mowgli, which is his best friend. This shows their bond is very strong
and as it is on the front poster, it suggests that it is going to be a nice friendship to watch.
This poster isn't very realistic because all the animals are cartoon and look like they
having a laugh, smiling and have strong bonds, which cartoon animals and normal
animals can't do. In the 2016 Jungle Book movie poster, the colours have been
dulled down so they are less bright and 'in your face', they are more muted. The poster
looks much more realistic because the animals are real animals and the colours aren't so
fake. There is a contrast in colours which could show the contrast in events throughout
the film. This movie poster would make the film appeal to a much wider audience
because the colours aren't so harsh and it doesn't look like it is just for the younger
audience. Mowgli has been placed in the middle of this poster to symbolise how
important he is and he has been put next to his guardian Baloo, which shows their bond is
still strong in the 2016 version. The dark muted colours in the bottom left handside could
represent the fear and danger of the jungle whereas the bright saturated colours in the top
right, could represent the nice and friendly side of the jungle. The colour green without
the poster shows self awareness and switched on. The title is analogous to the green
jungle as it stands out from the background. The serif text represents the Ancient
life. Baloo the bear looks much more serious and strong faced in this poster
compared to the 1967 one because he was smiling in that one, whereas now he doesn't
have an expression. Mowgli is holding him in this poster which suggests Baloo is his
security and protection, however in the 1967 poster, they are holding hands which could
suggest they didn't have any worries about their safety. The title is less vibrant and eye-
catching in this as it is right at the bottom of the poster and as the background is so dark,
but the title colour is also a dark auburn colour, it doesn't work swell. They have used the
same typography for both posters as it creates a 3d effect and this also shows consistency.
All of the characters have been made to look quite angry and intimidating as their face
shows no expression which really compares to the 1967 version because they are all
laughing with each other, having fun.
Mowgli is an outsider in the world of the jungle, but yet he is endowed with an authority
over the natives beyond his right. Mowgli's place in the jungle hierarchy casts him as a
symbol of imperialism and colonialism. Mowgli is a protagonist who is the most
important character in the film, and brought up by wolves. In the 1967 film, Bruce
Reitherman played Mowgli. He was a former child actor and film maker with a soothing
and calming young voice which meant he was right for the role. In the 2016 film, he was
played by a child actor called Neel Sethi who also had a calming, soft voice which
represented his innocent character. Shere Khan, the tiger, is the enemy of Mowgli and
symbols the lack of civilisation, rules, law and order. He violates and disobeys the law by
hunting outside his territory and killing man and he uses devious means to turn others
against Mowgli. In the 1967 film, Shere Khan was played by George Sanders, who had
an upper class English accent and bass voice which often lead to him being casted for the
villanious characters. His strong voice symbolises his power and intimidation in the film.
In the 2016 film, it was played by Idris Elba who was also a british actor. Baloo the bear
is a secure companion for Mowgli, who teaches him the necessities of life. Baloo
symbolises the lack of intellectual achievement, management and foresight. In the 1967
film, Baloo was played by Phil Harris who was a comedian. He was perfect for the role
because Baloo is a happy, funny character and Harris' personality is like that. In the 2016
film, Bill Murray played Baloo and he was also a comedian which meant he made Baloo
seem happy and fun. Bagheera symbolises captivity, control by humans, suppression of
the wild animal and instinct and power. In the 1967 film, Sebastian Cabot played the role
and he was a voice performer in many Disney films. In the 2016 film, the role was played
by Ben Kingsley who was also a British actor. Kaa is an antagonist, a villian and he
symoblises intimidation and fear. Kaa is an Indian python who seeks Mowgli as prey. In
the 1967 film, Sterling Holloway played the role and he was well known for his
distinctive and tenor voice which gives off anger, fear and intimidation. In the 2016 film,
Kaa was played by Scarlett Johnasson who was the first female to play any of the roles in
both films. Scarlett Johnasson is an actress who also played Wonder Women. She has a
very seductive and luring voice which is why she plays Kaa. She could symbolise that
women have power and can be intimidating. King Louie is the orangutan ruler who wants
to be like man. In the 1967 film, he was played by Louis Prima, who was a singer and
actor, and in the 2016 version, he was played by Christopher Walken. The character of
King Louie could be interpreted through a racial lens as monkeys could be depictions of
Africans wanting to learn how to be civilised and equal to the white men. The
representation is reinforced through the use of African American accents however
the role was played by an Italian American. The context behind this is that America was a
segregated society during the 1960s where black people were actively fighting for Civil
rights.
In terms of marketing, the Jungle Book, 1967 version, did not include much marketing
aspect other than posters and cinema signs due to a lack of internet and social media. As
there was not much competition in the animation industry, the film was very popular as it
was for all the family to watch and enjoy. The budget for the remake was much more than
the original at $175,000,000. On the opening weekend it made $103,261,464 (USA) and
overall grossed $364,001,123 (USA) and $947,589,026 (worldwide) which is more than
the original 1967 film. Marketing for this film was much easier as there is now social
media sits such as Facebook and Youtube to promote the film and with help from the
internet spreading the word is much easier in comparison to 1967. The production
company held a fan event where actors were introduced and many teaser trailers were
shown to excite the audience. The film also had its own snapchat filter and website for
fans to get involved with. The Disney theme parks also got involved as they had sand
models of characters from the film in "Animal Kingdom". The total budget for the film
was $4,000,000. The film grossed $141,843,612 (USA). The film was shown in countries
such as the USA, UK, Germany and Sweden. It is estimated to be the 29th highest
grossing film of all time in the USA. The 2016 film features much more advanced
technology such as CGI and special effects to make it look so real even though most of
the film is just green screens, puppets and computers. Live action remakes are very
popular among Disney at the moment due to the advances in media technology and
popularity among the audience.
illustrated the whole page. The drawer illustrated it so the colours were very bright,
saturated and fun, which attract the younger audience the film is intended for. All of the
characters have been illustrated to look friendly, happy and all as one. The characters have
been made to look like they are dancing and being silly which shows that the 1967 film is
a positive and a funny film and not a dark, sinister film. The title "Jungle Book" is bold
and one of the most eye catching points to the poster because it is in a white font which
contrasts to the background of the leaves being green, and the typography is sans serif
font which makes it more contemporary. Baloo is dancing around, smiling and laughing,
holding hands with Mowgli, which is his best friend. This shows their bond is very strong
and as it is on the front poster, it suggests that it is going to be a nice friendship to watch.
This poster isn't very realistic because all the animals are cartoon and look like they
having a laugh, smiling and have strong bonds, which cartoon animals and normal
animals can't do. In the 2016 Jungle Book movie poster, the colours have been
dulled down so they are less bright and 'in your face', they are more muted. The poster
looks much more realistic because the animals are real animals and the colours aren't so
fake. There is a contrast in colours which could show the contrast in events throughout
the film. This movie poster would make the film appeal to a much wider audience
because the colours aren't so harsh and it doesn't look like it is just for the younger
audience. Mowgli has been placed in the middle of this poster to symbolise how
important he is and he has been put next to his guardian Baloo, which shows their bond is
still strong in the 2016 version. The dark muted colours in the bottom left handside could
represent the fear and danger of the jungle whereas the bright saturated colours in the top
right, could represent the nice and friendly side of the jungle. The colour green without
the poster shows self awareness and switched on. The title is analogous to the green
jungle as it stands out from the background. The serif text represents the Ancient
life. Baloo the bear looks much more serious and strong faced in this poster
compared to the 1967 one because he was smiling in that one, whereas now he doesn't
have an expression. Mowgli is holding him in this poster which suggests Baloo is his
security and protection, however in the 1967 poster, they are holding hands which could
suggest they didn't have any worries about their safety. The title is less vibrant and eye-
catching in this as it is right at the bottom of the poster and as the background is so dark,
but the title colour is also a dark auburn colour, it doesn't work swell. They have used the
same typography for both posters as it creates a 3d effect and this also shows consistency.
All of the characters have been made to look quite angry and intimidating as their face
shows no expression which really compares to the 1967 version because they are all
laughing with each other, having fun.
Mowgli is an outsider in the world of the jungle, but yet he is endowed with an authority
over the natives beyond his right. Mowgli's place in the jungle hierarchy casts him as a
symbol of imperialism and colonialism. Mowgli is a protagonist who is the most
important character in the film, and brought up by wolves. In the 1967 film, Bruce
Reitherman played Mowgli. He was a former child actor and film maker with a soothing
and calming young voice which meant he was right for the role. In the 2016 film, he was
played by a child actor called Neel Sethi who also had a calming, soft voice which
represented his innocent character. Shere Khan, the tiger, is the enemy of Mowgli and
symbols the lack of civilisation, rules, law and order. He violates and disobeys the law by
hunting outside his territory and killing man and he uses devious means to turn others
against Mowgli. In the 1967 film, Shere Khan was played by George Sanders, who had
an upper class English accent and bass voice which often lead to him being casted for the
villanious characters. His strong voice symbolises his power and intimidation in the film.
In the 2016 film, it was played by Idris Elba who was also a british actor. Baloo the bear
is a secure companion for Mowgli, who teaches him the necessities of life. Baloo
symbolises the lack of intellectual achievement, management and foresight. In the 1967
film, Baloo was played by Phil Harris who was a comedian. He was perfect for the role
because Baloo is a happy, funny character and Harris' personality is like that. In the 2016
film, Bill Murray played Baloo and he was also a comedian which meant he made Baloo
seem happy and fun. Bagheera symbolises captivity, control by humans, suppression of
the wild animal and instinct and power. In the 1967 film, Sebastian Cabot played the role
and he was a voice performer in many Disney films. In the 2016 film, the role was played
by Ben Kingsley who was also a British actor. Kaa is an antagonist, a villian and he
symoblises intimidation and fear. Kaa is an Indian python who seeks Mowgli as prey. In
the 1967 film, Sterling Holloway played the role and he was well known for his
distinctive and tenor voice which gives off anger, fear and intimidation. In the 2016 film,
Kaa was played by Scarlett Johnasson who was the first female to play any of the roles in
both films. Scarlett Johnasson is an actress who also played Wonder Women. She has a
very seductive and luring voice which is why she plays Kaa. She could symbolise that
women have power and can be intimidating. King Louie is the orangutan ruler who wants
to be like man. In the 1967 film, he was played by Louis Prima, who was a singer and
actor, and in the 2016 version, he was played by Christopher Walken. The character of
King Louie could be interpreted through a racial lens as monkeys could be depictions of
Africans wanting to learn how to be civilised and equal to the white men. The
representation is reinforced through the use of African American accents however
the role was played by an Italian American. The context behind this is that America was a
segregated society during the 1960s where black people were actively fighting for Civil
rights.
In terms of marketing, the Jungle Book, 1967 version, did not include much marketing
aspect other than posters and cinema signs due to a lack of internet and social media. As
there was not much competition in the animation industry, the film was very popular as it
was for all the family to watch and enjoy. The budget for the remake was much more than
the original at $175,000,000. On the opening weekend it made $103,261,464 (USA) and
overall grossed $364,001,123 (USA) and $947,589,026 (worldwide) which is more than
the original 1967 film. Marketing for this film was much easier as there is now social
media sits such as Facebook and Youtube to promote the film and with help from the
internet spreading the word is much easier in comparison to 1967. The production
company held a fan event where actors were introduced and many teaser trailers were
shown to excite the audience. The film also had its own snapchat filter and website for
fans to get involved with. The Disney theme parks also got involved as they had sand
models of characters from the film in "Animal Kingdom". The total budget for the film
was $4,000,000. The film grossed $141,843,612 (USA). The film was shown in countries
such as the USA, UK, Germany and Sweden. It is estimated to be the 29th highest
grossing film of all time in the USA. The 2016 film features much more advanced
technology such as CGI and special effects to make it look so real even though most of
the film is just green screens, puppets and computers. Live action remakes are very
popular among Disney at the moment due to the advances in media technology and
popularity among the audience.
No comments:
Post a Comment