Since the dawn of civilization, mankind have been enslaved by those in control of the communicative medium. The media has played a quintessential role throughout history, be it at wartimes, family gatherings, dinner time or even the short period of commuting to work. It is not an exaggeration to say that the media controls our lives, from the way we think to the way we act. Amidst the media’s overwhelming influence, there appears a window of opportunities for large media corporations to impart their ideals and values into our everyday lives. Such corporations have the resources, expertise and means of projecting their “corporate identity” into our minds so that it is translated into higher demand for their merchandise which leads to higher sales and profit.

One such media corporation so large that it is on every children’s mind is none other than Disney. Walt Disney has become related with family-oriented cartoons and movies. These cartoons are more famously known as Disney’s fairy-tale animated feature film. (Lambert, 2008) Disney started its market dominance on family audiences in the 1930s through the premiering of “Snow White and the Seven Dwarves”. The success of “Snow White and the Seven Dwarves” across the United States established Disney as a strong contender of a symbolic household icon. (Lambert, 2008). The 1937’s success of Snow White was later emulated by the likes of “Sleeping Beauty” and “Little Mermaid” in 1959 which enhanced Disney’s market share (Lambert, 2008) Not only is Disney the market leader in animated films, it also stretches its influence in theme parks, cable television, videocassette recordings, CD-ROMs and cyberspace. (Lambert, 2008) This enables Disney to effectively project its fairy-tale like image into its target audience. In other words, Disney’s marketing strategy is to provide a virtual retreat to audiences where audiences can be totally immersed in the world of fantasy. (Lambert, 2008)