Brand aesthetics in visual communication – a Polish case study of Disney's anniversary event
Brand aesthetics in visual communication – a Polish case study of Disney's anniversary event
Author(s): Alicja Waszkiewicz-RavivSubject(s): Sociology
Published by: Polskie Towarzystwo Retoryczne
Keywords: public relations;PR; visual rhetoric;glocalisation;media aesthetics;visual semiotics;Disney;
Summary/Abstract: In 2018 Mickey Mouse, an iconic brand hero of Disney, celebrated the 90th birthday anniversary in the National Film Archive – Audio-Visual Institute (Pol. FINA) in Warsaw, Poland. By this occasion, the global corporation positioned itself in the local public domain as a social agent through cooperation with the mentioned national institution. The glocalisation strategy has been reflected in the PR activities and has found its visual form in specific PR tools. The paper aims to analyse this case study as the exemplification of a successful implementation of organisational aesthetics in the public realm. The paper analyses the global organization’s visual communication practice in the local framework.
Journal: Res Rhetorica
- Issue Year: 6/2019
- Issue No: 4
- Page Range: 23-35
- Page Count: 13
- Language: English