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Regina Nishiyama

Dr. Loren Higbee

ENGL 1301. 114

10 September 2021

Disney World’s Magic

The most magical place on earth: Orlando, Florida's very own Disney world. A mouse

promises you that once you step foot on the parks, all your dreams will come true in the "most

magical place on earth," but is that true? Do people genuinely believe that just by stepping foot

inside one of their parks, everything they have ever wanted would be theirs? Is Disney World the

best option? Or is it all a hoax? Disney World does an excellent job at creating advertisements

that entice people to spend hundreds of dollars for just one trip, their over the top advertisements

convince vacationers to keep choosing Disney World in order for this franchise to stay on top of

the vacation game.

Walt’s world prompts itself through ethos based advertisements in order to seem more

popular than your average theme park. A famous example would be the Super Bowl ad where

the winners are asked what they are going to next, and they yell excitedly “I am going to Disney

World!” Because the average person sees that high class people chose Disney World as their

vacation of choice, they are going to be more inclined to do the same. This gives the notion that

Disney World goers are bandwagoners and will spend their money just because it seems like the

trend at the moment. This is exactly Disney’s aim, they want to entice people to keep picking

their parks in order to take control of the theme park game.

This super bowl ad does not only attract a crowd, but it also generates millions of dollars

to allow for Disney to grow even more. Last year's super bowl alone generated a
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“record-breaking $448.7 million in ad revenue in under four hours of game time,” (Kantar) This

money is able to keep Disney at the top and goes to show just how much these Disney fans are

obsessed with the world of Disney. The fact that one ad alone can generate almost half a billion

dollars, shows viewers and other theme parks that Walt is in fact ahead of the game. All this

popularity generates more money and more crowds at their parks. And all these views that

generate this large sum of cash is thanks to their star eyed fans.

Not only does Disney gain a lot of money from this ad, the player who participates also

earns the player who advertises it a big stack. According to Theron Mohammed, “experts say

that quarterback’s shoutout is worth at least $5 million in publicity for Disney,” (Mohamed,

2020). This giant sum for just five words goes to show, once again just how powerful Disney is.

They are able to be the popular choice because of their wealthy franchise. All this money also

shows how much revenue Disney is able to make due to their guests. Vacationers spend so much

money at Disney world that the park is able to just drop 5 million dollars for one advertisement.

Those five million are the equivalent of five dollars to the average person, and all of this money

because of obsessed fans.

All of the aforementioned is proven to work in Disney’s favor with a simple google

search. When vacationers look up “what is the most famous theme park in the world?” The very

first name that pops up is, of course, Disney World. This goes to show that Disney’s

advertisements do in fact work and are able to keep them at the top of the theme park game. With

just one ad, vacationers are hypnotized into believing that these parks are the best option in the

world. Currently Disney sits on 20.3 billion dollars from its parks and resorts alone (Statista

Research Department, 2021). This sum of money proves once again just how popular Disney is,

and mostly due to its over the top advertisements aimed towards their diehard fandom.
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Given the aforementioned, Walt Disney World's publicist does an excellent job at

making the Disney parks seem like the popular choice in order to generate more money and keep

bringing in fanatics. Their strategy for business is filling people with emotions to convince them

to drop everything and spend half their fortune on this franchise in order to keep them at the top.

In the end, they do an excellent job of attracting those hypnotized fans and making them think

that because Disney World is so popular due to its Super Bowl commercial, they should do what

those famous players are doing and choose Disney. In other words, Disney does not only use its

advertisements as money revenue, but also as a popularity scheme.

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Work Cited

Chen, Elaine. “2020 Super Bowl Ad Revenue Reaches Record $450 Million.” Kantar.

Understand People. Inspire Growth., Kantar, 11 Jan. 2021,

https://www.kantar.com/north-america/inspiration/advertising-media/super-bowl-2020-ad

vertising-revenue-reaches-record-450-million-dollars.

Mohamed, Theron. “Super Bowl MVP Patrick Mahomes Made $1 Billion for Disney with 5

Words, Experts Say.” Business Insider, Business Insider, 2020,

https://markets.businessinsider.com/news/stocks/super-bowl-patrick-mahomes-made-billi

on-disney-5-words-value-2020-2.

Published by Statista Research Department, and Oct 18. “Disney: Parks and Resorts Revenue

2008-2018.” Statista, 18 Oct. 2021,

https://www.statista.com/statistics/193221/revenue-of-walt-disneys-parks-and-resorts-sin

ce-2008/.