The Walt Disney Company expanded from a simple two-man operation in the 1920s to an omnipresent multinational media powerhouse, encompassing multiple other brands and continuing to present a consistent, familiar rhetoric throughout its channels. Walt Disney Studios, responsible for releasing some of the greatest and best loved movies of all time, continues to be the focal point of the brand, though Disney has expanded to own and operate ABC, ESPN, the Disney Channel, and other applications.
Disney’s rhetoric draws most of its power from a strong display of pathos, harnessing the power of nostalgia and recognition to influence its target audience. However, its dominating ethos and subtle logical appeal round out Disney’s brand rhetoric strategy.
Ethos (Authority)
Disney now dominates most media outlets, and is recognized by nearly everyone on the planet. As such, the ethos of the company is almost capable of standing alone without flaunt. Even so, Disney frequently bolsters its reputation by reminding people of its long history and track record of commercially and critically successful movies. Reruns of previous movies are frequently marketed as special anniversary editions, breeding a sense of authoritative recognition.
Pathos (Emotion)
Much of Disney’s continued success comes from the emotional ties people have to its previous artistic works, and the company makes sure to capitalize on that in nearly all of its campaigns. Often, songs from classic Disney movies such as “When You Wish Upon a Star” from Pinocchio, make appearances in advertisements in order to generate a feeling of nostalgia or simple familiarity with audiences. The long, sweeping music of classic Disney movies remains a major focal point for the company, and a successful one at that.
Logos (Logic)
Like many film studios and other entertainment professionals, Disney presents new works by highlighting audience’s favoritism for similar past works. Using phrasing like “from the makers of…”, Disney showcases a logical appeal to its primary fan base.
While logic and authoritative appeal are both presence, most of Disney’s advertising power comes from its emotional conveyance.
