Essay on Disney’s Capitalization on American Roots

The Disney Corporation has in many ways infiltrated American culture. What was once a small business has grown into the world’s largest media and entertainment syndicate in relation to their revenue, which in 2010 was $38,063 million (Disney 2010 fourth quarter). Not only do they produce movies but they also own their own resorts, cruises, theme parks, massive amounts of marketing products, and even their own town. Through careful examination of the semiotic implications in many of Disney’s marketing and product endeavors I hope to pull the curtain back and criticize the truth behind what Disney is selling and what exactly the multi-national corporations’ moral agenda is. The American dream has always been the driving force behind†¦show more content†¦In this and a few other films made by Disney political freedom and American nationality is being marketed not cartoon characters and films. Political freedom wasn’t the only thing Disney was trying t o mass produce and sell to the public. Their longest running advertisement, which began in 1987 and is still aired today, shows a sports hero, usually a football player1, after a big victory. The commentator asks â€Å"Aaron Rodgers you just won the Super bowl, what are you going to do now† to which the football player replies â€Å"I’m going to Disneyland† (youtube.com). America has been known to glorify football and its participants (i.e. hall of fame) so for Disney to use these celebrities and â€Å"American heroes† to market their product makes sense. Football isn’t the only leverage used in these commercials they also use certain words to appeal to our primal wants. The song featured in the commercials and the slogan used â€Å"where dreams come true† directly corresponds to the myth of the American dream. Even the song, which has become another iconic symbol of Disney, â€Å"when you wish upon a star, doesn’t matter who you ar e, everything thing your heart desires will come to you† has deeper connotations to Americas history where people came from around the world to have a chance at success. Americans have lived by the phrase â€Å"life, liberty, and the pursuit of happiness† since the Declaration ofShow MoreRelatedStrategic Leadership2805 Words   |  12 Pagesfirm performance. Steven Jobs (Apple) and William Clayton Ford (Ford) Steven Jobs is the co-founder and CEO of Apple and was the CEO of Pixar until it was taken over by Disney. He is the largest Disney shareholder and a member of Disneys Board of Directors. He is considered a leading figure in both the computer and entertainment industries. He was a very charismatic leader who had the capabilities to bring his company profitability. 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