Disney Brand Desire

1341 Words 6 Pages
In the article “Through the Window at Disney: A Lifetime of Brand Desire,” Susan Bennett and Marlis Schweitzer critically analyse a feature of Disneyland: the “Bibbidy Bobbidy Boutique.” Bennet and Schweitzer offer detailed descriptions of the boutique while critically responding to the services it provides, such as the Princess makeover. The article gives evidence to suggest that the Princess makeover uses child consumer/models to embody the “Disney fantasy” in a crafty method of “brandscaping” (28, 25). Using this article as a reference, I will critically analyze scenes from Disney animated films such as The Princess and the Frog as well as some relevant Disney products and experiences. I will pay particular attention to the messages being …show more content…
It then redresses the viewer into Princess dresses for her to admire and desire (28). Certainly the hope of the Disney Company is that upon seeing these images, children will emulate the character Charlotte, who clings to her father and yells “I want that one!” (29). However, the “real-life” magic mirror in the Boutique is extremely problematic as a reflector of female desire. Instead of gazing upon an unknown model, the girl in front of the “mirror” sees and envies her own (altered) reflection. The illusion before the girl appears to be more elegant and poised than her original, non-reflected self. In other words, the magic mirror causes the viewer to envy a version of herself which does not actually exist. This is particularly dangerous for young girls whose self-images are just beginning to take shape; the images in the “mirror” imply that she must be improved by dresses and accessories that she does not …show more content…
The article notes that the “live experience that can’t simply be duplicated on the movie screen” which supposedly adds to the feelings of specialness of the child enjoying it (23). I examined the production and actualization of female desire in the Disney film The Princess and the Frog in comparison to the services provided in the Bibbidy Bobbidy Boutique. From this interrogation of wishes and fulfillment as they are presented by the Disney film, I have concluded that the message conveyed to children center around the unequal distribution of wealth and status between

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