This campaign for Disneyland is particularly interesting, because it doesn’t simply focus on capturing one target audience, but more specifically a bond or connection between two target audience members. This analysis depicts the TV commercial focusing on a father and daughter.
Charlotte Mathers is a 16-year old ‘typical teenager’. Preppy, pretty and angelic by nature, she has a thriving social life and is popular amongst her friends, regularly going out with them and documenting their fun via selfie-filled social media accounts. She lives within a ‘nuclear’ family in a friendly, suburban area – and is a good student at school and is active with a few social clubs, such as cheerleading and student council, because she loves to get involved and have fun where she can. Charlotte is truly a daughter to be proud of.
Charlotte’s Dad Geoff Mathers is a corporate manager. He’s stuck behind a desk 9-5, though usually doing overtime, as he is a hard worker who likes to put his all into all aspects of his life to provide for his family. Often described as a ‘family-man’ and an avid fan of ‘Dad-dancing,’ Geoff is a very charismatic guy, and likes to enjoy his hours out of the office by taking advantage of the spare …show more content…
Alike many goods and services aimed at young people or children, a good and arguably bigger connection needs to be made with the parent, as they are usually the one paying for it. Again, Disney achieves this accurate balance by striking a relatable and honest emotional response in both parties, with each frame of the commercial meaning something different for both of them. For example, a reaction shot of the girl laughing will evoke an aspirational response within Charlotte because she wants that happiness, but an aspirational response within Geoff because his desire is to see or more specifically be the one responsible for making his daughter
Charlotte Mathers is a 16-year old ‘typical teenager’. Preppy, pretty and angelic by nature, she has a thriving social life and is popular amongst her friends, regularly going out with them and documenting their fun via selfie-filled social media accounts. She lives within a ‘nuclear’ family in a friendly, suburban area – and is a good student at school and is active with a few social clubs, such as cheerleading and student council, because she loves to get involved and have fun where she can. Charlotte is truly a daughter to be proud of.
Charlotte’s Dad Geoff Mathers is a corporate manager. He’s stuck behind a desk 9-5, though usually doing overtime, as he is a hard worker who likes to put his all into all aspects of his life to provide for his family. Often described as a ‘family-man’ and an avid fan of ‘Dad-dancing,’ Geoff is a very charismatic guy, and likes to enjoy his hours out of the office by taking advantage of the spare …show more content…
Alike many goods and services aimed at young people or children, a good and arguably bigger connection needs to be made with the parent, as they are usually the one paying for it. Again, Disney achieves this accurate balance by striking a relatable and honest emotional response in both parties, with each frame of the commercial meaning something different for both of them. For example, a reaction shot of the girl laughing will evoke an aspirational response within Charlotte because she wants that happiness, but an aspirational response within Geoff because his desire is to see or more specifically be the one responsible for making his daughter