Jungle Book
Aim: To study media texts in relation to media language, media representations, and social and cultural contexts
Know: Recognise how the media language of the jungle book (1967 & 2016) has changed over time
Know: Recognise how media representations of the jungle book (1967 & 2016) have changed over time
Do: study the social and cultural contexts that influence how media representations are created
Do: construct an essay on the Junglebook,s film trailer, and advertising poster
Show: evidence of the completion of the essay in blogger
Language
Industry
Audience
Representation
Media Language means the way in which a text is constructed to create meaning for a reader or viewer of the text.
Representation - refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures.
Directed by John Favroe
The 2016 version has much more developed technology and therefore looks a lot better than the first one as the animation is better and looks more realistic, therefore is aimed at an older age bracket.
The book itself was a lot darker than the film and was clearly adapted, into a more child-friendly version for the child's cartoon for the 1967 version. This version was based more on the book and was clearly intended for an older audience.
1967
Based on Rudyard Kipling’s book THE JUNGLE BOOK (1894)
Kipling’s narrative contained “darker themes” and content which were judged to be unsuitable for a Disney film.
Walt wanted a film that was “light, fun, and entertaining with a happy song - good stuff, fun stuff.”
The story was modified by Larry Clemmons, who was given, a copy of Rudyard Kipling’s novel but told him that ‘The first thing I want you to do is not to read it’. To turn the book into a successful film many of the original characters and situations were cut out, creating a clear storyline.
At a superficial level, the cartoon should not be offensive to anyone it was just meant to be fun.
People with an English accent tend to be the bad guys in the film, because people who speak the "Queens English", are suggested to be more sophisticated, and seem more upper class which immediately are untrusted. This helps them to be even more disliked and pushes them into the villain role.
Characters
Shere Khan
Shere Khan was designed to resemble his voice actor, George Sanders, renowned in Hollywood for playing elegant villains, but his movements were based on live action big cats: the animator Milt Kahl based the movements on animals
Disney and many American filmmakers have a track record of using the English accent to represent villainy see the following link and add the reasons why below
King Louie (played by Italian American Louie band leader Prima)
Disney’s own politics were rather conservative, right-wing and
undoubtedly this affected the representations constructed within the film.
Essay
Different representations
> Above the line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers.
These include conventional media as we know it, television and radio advertising, print as well as the internet.
This is communication that is targeted to a wider spread of audience and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.
Hence the website
1967 vs 2016
2016Directed by John Favroe
The 2016 version has much more developed technology and therefore looks a lot better than the first one as the animation is better and looks more realistic, therefore is aimed at an older age bracket.
The book itself was a lot darker than the film and was clearly adapted, into a more child-friendly version for the child's cartoon for the 1967 version. This version was based more on the book and was clearly intended for an older audience.
1967
Based on Rudyard Kipling’s book THE JUNGLE BOOK (1894)
Kipling’s narrative contained “darker themes” and content which were judged to be unsuitable for a Disney film.
Walt wanted a film that was “light, fun, and entertaining with a happy song - good stuff, fun stuff.”
The story was modified by Larry Clemmons, who was given, a copy of Rudyard Kipling’s novel but told him that ‘The first thing I want you to do is not to read it’. To turn the book into a successful film many of the original characters and situations were cut out, creating a clear storyline.
At a superficial level, the cartoon should not be offensive to anyone it was just meant to be fun.
People with an English accent tend to be the bad guys in the film, because people who speak the "Queens English", are suggested to be more sophisticated, and seem more upper class which immediately are untrusted. This helps them to be even more disliked and pushes them into the villain role.
Characters
Shere Khan
Shere Khan was designed to resemble his voice actor, George Sanders, renowned in Hollywood for playing elegant villains, but his movements were based on live action big cats: the animator Milt Kahl based the movements on animals
Disney and many American filmmakers have a track record of using the English accent to represent villainy see the following link and add the reasons why below
King Louie (played by Italian American Louie band leader Prima)
Disney’s own politics were rather conservative, right-wing and
undoubtedly this affected the representations constructed within the film.
Essay
Different representations
The jungle book has two representations, the 2016 version, and the 1967 version.
The two representations are dependant on a lot of things, the technology, the types of characters and the actors, and the time in which they were written.
As for the technology, in 1967 animation was limited to people drawing the individual frames, and of course, they had not CGI what so ever, so the detail of the animation is only as good as the artist.
The characters are supposed to be fun and exciting and are meant to represent a child's imagination of what one of these animals would be like. The snake, for example, is a dark character in the book, but in Walt Disney's interpretation, he is portrayed as a funny character who is easily thwarted and is to be laughed at. This is because, he has saturated colours, his eyes start to look strange as he tried to hypnotize Mowgli. The actor of Shere Kahn in the 1967 version was English, as this gave him an air of untrustworthiness, due to the fact that they are speaking the "queens English"represents him as upper class, which people instinctively distrust and dislike. This makes it easier for the villains to fall into their role, and helps them to be disliked by the audience. The colours are brighter and more saturated, which again helps to emphasize the childlike aspect of the film.
In the 2016 version, the technology is, obviously a lot more advanced, and therefore the CGI is vastly better. The animals look much more realistic and the who feel of the film is a lot darker then Walt Disney's interpretation. This film is aimed at a much higher age bracket and is supposed to be appealing to parents as well as children so that the parents have a reason to go to it too. The snake, Kaa is played by a female character, and is supposed to be a spooky seductive character that is to be feared but also induces curiosity. This is achieved by the snake being off camera for most of the trailer, with her voice in the background The main antagonist still speaks the "queens English" but the rest of them do not have such an accent. Kaa has an American accent, King Louie has a new yorker accent but the Tiger Shere Kahn still speaks English. The colours in this film, however, are much darker and more muted, describing the fact that this is a darker film and is aimed at a higher age bracket.
The character King Louie could be taken as a racial attack or "dig" to black people. King Louie wants to learn how to make fire so that he can be like a man. This is not such a big step away from the creators of this movie calling black people uncivilized.
However, generally, I think that this character was not a racial attack, and should not be interpreted in that way. I think that Walt was just thinking - "Hey its a jungle....Don't monkeys live in the jungle?.... Yeah, we'll add that for Mr Kipling".
But in the 2016 version, the character changes from this the Disney interpretation, to what seems to be like a New York crime boss. This could be so to avoid any mis-interpretations that could be made. Also in the 2016 version, King Louie is based on an extinct type of giant ape that lived, approximately 100000 years ago, and was indigenous to India. A member of the animation crew said that - "Orang-utans are not really indigenous to India," he continues. "But the Gigantopithecus is a real thing apparently that died out, but lived there, so the choice was made if we're gonna make him [Louie] into something, let's make him something that's indigenous to the landscape and take a little bit of liberty because he is a larger-than-life character anyway. He's Colonel Kurtz. He's the big mysterious guy."
He is also compared to the character of Colonel Kurtz from the film Apocalypse Now. He was a mysterious character who hid in the shadow of a cave, for the majority of his introduction, much like King Louie himself.
Furthermore all association with any black reference has been taken away completely The accent is different, he is not played by a black actor, nor someone who is associated with one.
From the marketing perspective, the main objective of a film is to make money, so advertising plays a big part in the movies attempts to make money. There are trailers, endorsements, and sponsorships. The trailers are intended to encourage people to watch the movie. There are fades to black, and narration which gives hints at the plot and leaves cliffhangers.
In conclusion, the two films are very different, but the 2016 version is more true to the book, as it is darker, hence the number of scares in it, and the pain that people feel when Mowgli has to leave his wolf mother. But also the fear for Mowgli. In the Disney version, there is none of that. No one is afraid for Mowgli, because it seems like Sheer Kahn can be easily defeated. For example, his tail catches fire at the end, and he runs away in fear. This makes him easy to watch and gives a kind of Benny Hill vibe to the show in the way that you know Mowgli is going to be fine. There is also a lot smaller possibility for misinterpretation, due to King Louie being played by a person with no ties to the black stereotype.
He is also compared to the character of Colonel Kurtz from the film Apocalypse Now. He was a mysterious character who hid in the shadow of a cave, for the majority of his introduction, much like King Louie himself.
In conclusion, the two films are very different, but the 2016 version is more true to the book, as it is darker, hence the number of scares in it, and the pain that people feel when Mowgli has to leave his wolf mother. But also the fear for Mowgli. In the Disney version, there is none of that. No one is afraid for Mowgli, because it seems like Sheer Kahn can be easily defeated. For example, his tail catches fire at the end, and he runs away in fear. This makes him easy to watch and gives a kind of Benny Hill vibe to the show in the way that you know Mowgli is going to be fine. There is also a lot smaller possibility for misinterpretation, due to King Louie being played by a person with no ties to the black stereotype.
How would I market a film?
Sponsorship
These include conventional media as we know it, television and radio advertising, print as well as the internet.
This is communication that is targeted to a wider spread of audience and is not specific to individual consumers. ATL advertising tries to reach out to the mass as consumer audience.
Hence the website
>Below the line (BTL) advertising is more one to one and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at the point of sale, on the roads through banners and placards.
It could also involve product demos and samplings at busy places like malls and marketplaces or residential complexes.
For certain markets, like rural markets where the reach of mass media like print or television is limited, BTL marketing with direct consumer outreach programmes to make the most sense.
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