“Grab Shell Dude!” an exploration into how Pixar Animation Studios sell their feature films to audiences and create brand recognition through their marketing and merchandise

Barker, Joanna (2012) “Grab Shell Dude!” an exploration into how Pixar Animation Studios sell their feature films to audiences and create brand recognition through their marketing and merchandise. BA dissertation, University of Portsmouth.

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    Abstract

    This dissertation uses the work of John Ellis and Lisa Kernan among others, to analyse specifically what it is that Pixar Animation Studios are selling the audience throughout the marketing of key films such as Toy Story (1996, Lasseter)"!Finding Nemo (2003, Stanton)"!Cars (2006, Lasseter), Wall-e (2008, Stanton) and Up (2009, Docter), and how they use marketing to create brand recognition. Using John Ellis, I firstly analysed the print marketing for key films to argue that Pixar are selling narrative image, a specific image for a film that is sold to the audience. I then move on to analyse what the trailers for key films are selling and how this is done, using key concepts from Lisa Kernan. Finally, I move on to discuss how merchandise and product tie-ins are employed, and what impact these have on marketing and how these are used in conjunction with posters and trailers to create brand recognition. Throughout, the way in which brand recognition is created will be discussed in relation to all four factors and how an overall brand is created through the use of them all. A conclusion was arrived at that Pixar Animation Studios successfully use their brand recognition as a way of selling their films, creating a recognisable brand that audiences want to buy into. This is sold to audiences through the marketing and merchandise for their films and contributes to the success of their films.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Jane Polwin
    Date Deposited: 15 Jan 2014 15:03
    Last Modified: 28 Jan 2015 12:32
    URI: http://eprints.port.ac.uk/id/eprint/14078

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