• Design Convergence Study
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• v.14 no.3
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• pp.61-72
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• 2015

This research attempts to provide greater understandings about 'Transbranding' theory by an analysis of , a 3D animation produced by Disney Studio released in 2013 partly in comparison with . Furthermore, this research shows the branding strategy of "Disney", reputed for its well-devised marketing strategy, in the era of Transmedia. This research analyzes the animation with four components of 「Transmedia Mix strategy」 and the 「2F(Flexible Fit) strategy」. In the 「2F(Flexible Fit) strategy」 analysis, is compared with another Disney-made animation . not just maintains the core values of Disney animations but also implements diverse strategies for developing the evolving interactions, the collaborative creation, and the multi-experience. has achieved successful branding identity/image by securing the strategic flexibility by differentiating itself from the existing Disney animations. Disney also establishes itself as a new and modern brand through 2F strategies.

• Journal of Korea Multimedia Society
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• v.16 no.11
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• pp.1348-1356
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• 2013

Disney Animation has showed not only artistic excellence but also technological innovations through a lot of animation films that they released. Especially with the unique concept that free-willed game characters dive into different worlds of games in animation film, received both critical and commercial acclaim for its stunning visuals and outstanding CG (computer graphics) effects. The purpose of this study is to analyze different styles of game worlds, Disney's layout pipeline, and in-house camera capture system used in . This paper analyzes that three game worlds in this film such as Fix-It Felix Jr., Sugar Rush, and Hero's Duty express different styles by using appropriate character animation and camera movements. Especially Hero's Duty game which new in-house camera capture system is extensively used maximizes unseen visuals by perfectly making realistic and believable game world. Disney's newly developed in-house camera capture system, which is used in this film for the first time, allows real camera's motion and shake and real-time camera's movement and correction within animation set. Result of this study proves that this system improves directing of feature animation and enhance efficiency of the layout department's production process. Therefore, it contributes to a great extent to development of animation films' business.

• Journal of Digital Contents Society
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• v.18 no.7
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• pp.1217-1226
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• 2017

The Disney Studios have been aiming at the animation storytelling of the signification system that the contemporary audience can universally accept. And it can be said that such storytelling is aesthetic expression based on the contemporary mainstream dominant mythology. Seen from this perspective, the changes of the masculinity of male characters that are represented in the Disney feature animation Frozen are not just a simple aesthetic phenomenon but a strategy of animation storytelling that reflects the contemporary cultural and social trend. The gender identity of the male characters of Frozen is completely freed from the existing stereotypes about Disney feature animations, and it positively presents the changes of the gender roles that reflect the changes in social value and the needs of the times.

• Journal of Distribution Science
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• v.20 no.6
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• pp.21-32
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• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

• International Journal of Contents
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• v.17 no.1
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• pp.11-17
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• 2021

This article takes Disney animation as the research object to analyze the Chinese and American culture in the animation. The first part introduces the background of the animation. The theme of the animation comes from the long-standing narrative folk song Mulan Ci during the Southern and Northern Dynasties of China, and it introduces the parallel montage of animation narrative. The second part narrates the Chinese cultural elements in Mulan, and expounds on Disney's use and blending of Chinese cultural elements from three aspects of ink painting effect, national costumes and Confucianism. From the perspective of Western culture, the third part analyzes how to integrate Western thought and characteristics, and contrast with Chinese culture in Mulan from three aspects: Mushu, character and hierarchy.

• Review of Korea Contents Association
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• v.9 no.4
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• pp.33-37
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• 2011

• Cartoon and Animation Studies
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• s.39
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• pp.183-214
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• 2015

For a long time, Disney has made animations including world views such as family-focused, conservative ideology, happy ending, etc. for families. Periodical situation and spectators' demands have been changed little by little, but Disney is still a company who is the most successful both nominally and virtually in animation industry. For the secrets of their success, there is fantasy world of fabricated animation, thoroughly organized story and image. When spectators watch animations, their sufficient immersion in the fantasy is to let them forget realities. In the introduction of Disney animations, spectators turn off the switch of realities and turn on the switch of fantasy world through the procedure to recognize and confirm virtual world sufficiently. In the switch of the introduction used frequently by Disney, there are four methods. First is to start while opening the cover of storybook. Second is to start while storyteller gives a talk directly. Third is to start with live action film and continue to animation. Fourth is musical method. Those four switches play a role of the gate which distinguishes spectators' realities from Disney's fantasy clearly. The process makes an opportunity to set spectators who feel uneasy due to the vague boundary between realities and fantasy at ease and let them immerse in animation sufficiently with mind at ease.

• Journal of Digital Contents Society
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• v.12 no.4
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• pp.491-499
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• 2011

Though there has been great advances in films' computer graphics both in technical and artistic side, there is still a big gap between computer graphics (a.k.a CG) studios in South Korea and major CG studios in US. Therefore, in this research, based on working experience at Disney Animation and information from working professionals in major CG studios, this paper analyzes strengths and weakness of character pipeline that major CG studios have by using examples and then suggest what CG studios in South Korea need. Steps of research process is to analyze what CG studios in South Korea developed, what are the strengths and weakness of Disney's character pipeline system and how these strengths can be applied to CG studios in South Korea.

• The Journal of the Korea Contents Association
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• v.10 no.7
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• pp.142-148
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• 2010

In the society where contradiction of modernism in 20th century was vividly exposed and paradigm was being changed from text culture into visual culture according to the development of technology, Benjamin tried to practically suggest solutions for socio-historical problems he was facing. In contrast with Adorno who criticized cultural industry, Benjamin found out the possibility to overturn existing value order and innovate reality in mass art media having emerged according to the development of new technology. And such Utopian possibility appears in his thought on the early Disney animation even if it is fragmentary. This thesis reviews how Utopian possibility was realized in the early Disney animation, which had been thought by Benjamin.

• The Journal of the Korea Contents Association
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• v.15 no.11
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• pp.50-57
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• 2015

The fact that Disney studio produced several propaganda animations for the U. S. Government during World War II, is not widely known to the public. Der Fuehrer's Face that this essay centrally deals with totally includes the characteristics of signification and aesthetics in Disney animation. And, Der Fuehrer's face shows the tendency that represent the connotative theme of the work and myth to the audience, based on the typified character and the imagery of spaces in the work. Therefore, from this perspective, the semiotic studies on Der Fuehrer's Face is ultimately the approach to the characteristics of Disney animation's representation and communication that is established, through experimental trials and efforts.