Did you really quack at the Principal? Investigation into Disney and its brand and identity through the context of the child, sport and genre within the film the Mighty Ducks

Hill, Frances (2007) Did you really quack at the Principal? Investigation into Disney and its brand and identity through the context of the child, sport and genre within the film the Mighty Ducks. BA dissertation, University of Portsmouth.

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    Abstract

    This dissertation will look into the ideas of genre, characters, gender and the use of sport in film to establish why the Mighty Ducks was created as a live action film by Disney. The purpose intent of this study is to investigate and establish the relationship between Disney and the 1992 released film the Mighty Ducks. I have linked what methods Disney has employed to market and produce this live action film compared to its famous classical animation films. I additionally delve into the attributes of child and youth genres and how these characters are portrayed in the film compared to previous films and what makes it identifiable. The textual analysis assists flagging up key characterise depictions to evidence these results. Having completed this investigation, I have concluded that the Mighty Ducks was a step for Disney assist in creating a branch of sporting complexes to broaden their empire. This is helped by their use of familiar attributes such as characters, narratives and representing American culture that they have used in the film that is also apparent in Disney's other works. I have connected genre theory, analysis of the American dream and marketing strategies to define different parts of my dissertation to analysis I have found that Disney uses a simple formula used in all their films to develop an understanding with its audience on either a nostalgic level or simple level to connect with culture at the time.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Media and Performing Arts
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:47
    Last Modified: 28 Jan 2015 11:13
    URI: http://eprints.port.ac.uk/id/eprint/285

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