Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Wednesday, March 6, 2013

Where a world of adventure awaits.       Where imagination saves the day.
These adverts, by acclaimed photographer Annie Leibovitz, portray the traditional ideas that Disney is built on, from fairy tales, magic and imagination, whist adding modern touches with the use of celebrities as the characters portrayed. These adverts are an example of the ‘time-leap’ template explained by Goldenber et al, (1999). There is a contrast between the traditional stories being portrayed in the image, for example, Rapunzel in the tower, or a Prince slaying a dragon to save a Princess, and the celebrities used to show this. Above we can see Taylor Swift and David Beckham have been chosen to take on the role of these timeless characters. I think by doing this, the advertisers have exaggerated how ‘magical’ Disneyland is, by making the audience believe that adventure and dreams can come true, but also the use of celebrities makes the product favoured as people want to be like the celebrities. Old and young alike are still enchanted by the idea of adventure, and a happily ever after, and by combining the tradition with the ‘here and now’ I think it makes it seem more of a reality. 

Posted by Charlotte Hoyland

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