Sample Deconstruction
by Jessica Lopez, NMMLP staff

Disney "Affordable"

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1. Whose message is this? Who created or paid for it? Why?

Disney paid for this to get families to visit Walt Disney World.

2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?

Kids and adults, white, middle to upper-class families and heterosexual couples that can afford big homes and family vacations, families who use the Internet, etc.

3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)

There is a shooting star, we see a mom and dad looking at a computer, a boy and girl are looking out the window, it is night, horses and a carriage are racing towards the house, the Disney castle, Disney logo, fireworks, price stipulation at bottom of screen, etc.

We hear music and a parents’ conversation. Mom: “Honey, look at this.” Dad: “Is it for all of us?” Mom: “Yeah”. Voiceover: “The magic begins when you realize you can afford a Disney vacation. Other affordable packages available all year long. Visit DisneyWorld.com/affordable.”

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

Disney is affordable, magical, instantly gratifying and fun for the whole family. $1,600 is an affordable price for anyone.

5. What “tools of persuasion” are used?

-Explicit claims: They give the price of the vacation, which is $1,600.

-Association: The ad connects happiness and magic to Disney.

-Plain folks: This commercial shows an “ordinary” family, rather than a celebrity family.

-Warm & fuzzy: This commercial is meant to make you feel good and uses magic (animation), animals (horses), happy children, music and more to make us feel this way.

- Symbols: The shooting star is a wish symbol and the twinkling light that moves, the carriage and castle are symbols of Disney.

-Nostalgia: The music in this commercial could invoke a nostalgic feeling and more many people the Disney brand conjures up nostalgic feelings of seeing their animated films when they were young or possibly visiting one of their resorts.

6. What positive messages are presented? What negative messages are presented?

Positive message: A family having fun. Negative messages: vacation can be expensive, the boy is out of bed when he should be sleeping.

7. What part of the story is not being told?

The vacation is not $1,600, but will likely include other costs such as airfare, food, ground transportation, taxes and other fees, etc.

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