Walt Disney Company - Research Paper Example

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Propaganda is a term commonly used to denote a propagation of one’s own interests in order to stir favorable attitudes about one’s group (Uelmen 1991). During the period 1942-1945, Walt Disney was engaged in the making of propaganda films for the government of United States (Gabler 2006)…
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Download file to see previous pages The fact that Walt Disney had already gained popularity during this period benefitted the government of United States in projecting a favorable American image for the world. Walt Disney, during the period of World War, produced propaganda content for every area of the U.S government. Walt Disney was used as a means of promoting the brand image of U.S.A in every conceivable way. The company’s films were used to enhance the morale of the American supporters as well as to train the fighters. The animated content used in Disney’s films was used to achieve this purpose. According to an estimate, approximately 90% of the company’s workers were engaged in this propaganda business, directly or indirectly (Andrew 2009). Furthermore, it is estimated that the company produced more than 68 hours worth of expensive war-related films during the period (Andrew 2009). Apart from promoting the U.S and its allies in its own movies, the company was also requested to animate certain content that was developed by a Colonel of the U.S Army. Films produced under this banner include “Prelude to War” and “America goes to War” (Watts 1997). However, this is not the first time that the company was used as a tool for propaganda. In World War 1 also the company was used to promote American interest. For instance, an animated film, whose content was designed by a Colonel, was used to train the workers in U.S Army (Andrew 2009). It was believed that these animated filmstrips were a more effective tool than mere lectures or live demonstrations, simply because it engaged the audience (armed workers) more effectively (Watts 1997). Also it has been argued that these animations were used to create settings that were otherwise difficult to achieve with the camera. One of the most critical components of Disney’s success was perhaps the incorporation of humor in its film content (Gabler 2006). Furthermore, the company’s artists are accredited with the art of capturing customer’s imagination and producing content that enabled effective learning. Because of the fact that the company was able to fabricate the factual, lackluster information into a more entertaining and color manner, Disney benefitted from enhanced viewers attention who not only involved their minds but also their hearts into the movies. The company itself admitted that it had produced movies containing half truths and anti-Nazi element. The propaganda conducted by Disney can perhaps be divided into three main categories of propaganda for the Navy, Air Force as well as specifically targeted propaganda content in its cartoons (Uelmen 1991). As far as the propaganda content for Navy was concerned, the company produced content whose primary purpose was to teach various tactics to sailors through the movies. As far as the content for the Treasury department were concerned, the company was asked to promote the payment of income taxes by the U.S nationals. This was promoted through the cartoon Donald Duck, where the lead character demonstrates the contribution of income taxes to the war effort in the book named “The New Spirit” which was considered a significant part of the American heritage (Uelmen 1991). The film of this book received enormous media attention which yet again demonstrated the yields to Disney of promoting nationalist interests. This film also ...Download file to see next pagesRead More
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