Show simple item record

Files in this item

Cover for And They Lived Happily Ever After. The End? Postfeminism and the Rebranding of the Disney Princesses
dc.contributor.advisorBenson-Allott, Caetlinen
dc.creatoren
dc.date.accessioned2017-06-13T14:08:45Zen
dc.date.available2017-06-13T14:08:45Zen
dc.date.created2017en
dc.date.issueden
dc.date.submitted01/01/2017en
dc.identifier.otherAPT-BAG: georgetown.edu.10822_1043850.tar;APT-ETAG: e0f54a06040115899aff836499640df8; APT-DATE: 2017-10-25_11:43:13en-US
dc.identifier.urien
dc.descriptionM.A.en
dc.description.abstractThis thesis uses the framework of postfeminist theory to critically examine the marketing materials and modern merchandise associated with the classic-era Disney Princesses, Cinderella, Sleeping Beauty, and Snow White and the revisionist live-action films and/or merchandise in which these characters appear. Throughout my thesis, I argue that the Walt Disney Company is rebranding the Disney Princess franchise in an effort for these characters to remain current and relevant with audiences and consumers so that their profitability can be maintained. Analyzing the posters, trailers, and merchandise of the revisionist live-action films, I have found that Disney has utilized and commodified the neoliberalist rhetoric of girl power, female empowerment, and individualism in order to rebrand Disney’s most retrograde princess characters. Furthermore, I analyze the rhetoric of Disney’s “Dream Big, Princess” advertising campaign to understand the messages the company is promulgating to its broadly-aged female audience and how they are aligning such messages with their well-known princess characters.en
dc.formatPDFen
dc.format.extent85 leavesen
dc.languageenen
dc.publisherGeorgetown Universityen
dc.sourceGeorgetown University-Graduate School of Arts & Sciencesen
dc.sourceEnglishen
dc.subjectAdvertisingen
dc.subjectDisney Princessen
dc.subjectDream Big Princessen
dc.subjectGirl Poweren
dc.subjectMarketingen
dc.subjectPostfeminismen
dc.subject.lcshBritish literatureen
dc.subject.lcshIrish literatureen
dc.subject.lcshEnglish literatureen
dc.subject.lcshMotion picturesen
dc.subject.lcshMotion pictures -- Researchen
dc.subject.lcshWomen's studiesen
dc.subject.otherEnglish literatureen
dc.subject.otherFilm studiesen
dc.subject.otherWomen's studiesen
dc.titleAnd They Lived Happily Ever After. The End? Postfeminism and the Rebranding of the Disney Princessesen
dc.typethesisen
dc.identifier.orcid0000-0002-6788-9997en


This item appears in the following Collection(s)

Show simple item record