Abstract
Since the 1980s Disney has opened a new overseas theme park every decade. After finding success in Tokyo in 1983, subsequent parks in Paris and Hong Kong have struggled to profit financially and connect culturally with locals. For Shanghai in 2016, Disney utilized a new discourse for the parkʼs development and configuration termed “authentically Disney, distinctly Chinese.” In this paper, Disneyʼs emotional branding strategy for Shanghai Disneyland is analyzed using a framework of five antecedents for creating affective attachment to brands. In addition, the pragmatics of the dyadic phrase and the intertextuality of the parkʼs composition demonstrate that unlike previous international Disneylands, Disney blurred and removed cultural and contextual references to America from Shanghai in an effort to achieve resonance with Chinese visitors. The result is Chinaʼs Disneyland, not Disneyland in China. Though Shanghaiʼs revenue and attendance figures are good so far, Disney will likely face challenges to its new emotional branding strategy from within China and the US.
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© 2019 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- L’énonciation et l’avènement de Gaston Lagaffe
- Stereotyping in representing the “Chinese Dream” in news reports by CNN and BBC
- Transcoding identity: Assemblages between man and machine beyond the cyborg archetype – a semiotic route
- Semiotic interpretation of a city soundscape
- “Presentation” and “representation” of contents as principles of media convergence: A model of rhetorical narrativity of interactive multimedia design in mass communication with a case study of the digital edition of the New York Times
- “Authentically Disney, distinctly Chinese” and faintly American: The emotional branding of Disneyland in Shanghai
- Branding and communities: The normative dimension
- Form and non-linear continuity:The development of the idea of clusterin Peirce’s thought
- “Atmos-fear”: A psycho-semiotic analysis of messages in New York everyday life
- Semiotic space invasion: The case of Donald Trump’s US presidential campaign
- The ontology of Yentl: Umberto Eco, semiosis, mimesis, closets and existence, and how to read “Yentl the Yeshiva Boy”
- The semiotics of common sense: Patterns of meaning-sharing in the semiosphere
- Sémiotique de la /lumière/ et de l’/obscurité/ de L’Ile de la fée d’Edgar Poe, et Pierre et Jean de Guy de Maupassant, à La Route d’Altamont de Gabrielle Roy, et L’Assassinat de la Via Belpoggio d’Italo Svevo
- A Lonerganian-Bakhtinian novelization of inculturation
Articles in the same Issue
- Frontmatter
- L’énonciation et l’avènement de Gaston Lagaffe
- Stereotyping in representing the “Chinese Dream” in news reports by CNN and BBC
- Transcoding identity: Assemblages between man and machine beyond the cyborg archetype – a semiotic route
- Semiotic interpretation of a city soundscape
- “Presentation” and “representation” of contents as principles of media convergence: A model of rhetorical narrativity of interactive multimedia design in mass communication with a case study of the digital edition of the New York Times
- “Authentically Disney, distinctly Chinese” and faintly American: The emotional branding of Disneyland in Shanghai
- Branding and communities: The normative dimension
- Form and non-linear continuity:The development of the idea of clusterin Peirce’s thought
- “Atmos-fear”: A psycho-semiotic analysis of messages in New York everyday life
- Semiotic space invasion: The case of Donald Trump’s US presidential campaign
- The ontology of Yentl: Umberto Eco, semiosis, mimesis, closets and existence, and how to read “Yentl the Yeshiva Boy”
- The semiotics of common sense: Patterns of meaning-sharing in the semiosphere
- Sémiotique de la /lumière/ et de l’/obscurité/ de L’Ile de la fée d’Edgar Poe, et Pierre et Jean de Guy de Maupassant, à La Route d’Altamont de Gabrielle Roy, et L’Assassinat de la Via Belpoggio d’Italo Svevo
- A Lonerganian-Bakhtinian novelization of inculturation