Department

Communication/Marketing

First Advisor

Dr. Kent Drummond

Description

The Walt Disney Company has established itself throughout the generations as a dynasty in the entertainment industry. Through its marketing efforts, Disney has transformed multiple generations’ desires from wanting to become the next Princess Jasmine to wanting to become the next Britney Spears. This project will demonstrate how Disney has transformed its marketing efforts from the princess angle to the rock star angle and will show how Disney is performing such efforts today, especially through Miley Cyrus/Hannah Montana, Disney’s most recent creation. By using first-hand observations, interviews with prominent figures in the entertainment industry and research, I will show how Disney does, in fact, create the industry standards and make the “tween” market yearn for more of whatever Disney is producing.

Comments

Oral Presentation, UW Honors Program

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A Whole New World: How Disney Has Transformed the “Tween” Market

The Walt Disney Company has established itself throughout the generations as a dynasty in the entertainment industry. Through its marketing efforts, Disney has transformed multiple generations’ desires from wanting to become the next Princess Jasmine to wanting to become the next Britney Spears. This project will demonstrate how Disney has transformed its marketing efforts from the princess angle to the rock star angle and will show how Disney is performing such efforts today, especially through Miley Cyrus/Hannah Montana, Disney’s most recent creation. By using first-hand observations, interviews with prominent figures in the entertainment industry and research, I will show how Disney does, in fact, create the industry standards and make the “tween” market yearn for more of whatever Disney is producing.