디즈니 애니메이션의 흥행 전략

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to analyze the strategy of entertainment in Disney animation. Disney animation is an entertainment and offers dream for children. Basically, children can easily understand story and theme in Disney animation. Disney selects the target consumer and applies their demand to make animation which reflect social value and ideology. Disney presents protagonist as the figure who experience internal growth and pursues social ideology. On the other hand, antagonist who opposed to the protagonist is presented as the figure who performs negative value. Disney company has strengthened conservative gender roles, racial discrimination from early 1920s to mid-1990s. However, today Disney animation tries to overcome the past typical and fixed figures and atmosphere.
Recently, the animation industry has the high potentials to become a higher valueadded industry because the technical development of animation industry has been remarkable. Many devices are needed for successful animation. For example, fantasy, humor, reversal and the reflection of social ideology are important elements among successful animations. Disney company makes an effort to break through fixed tradition and tries to pursue universality and social ideology according to social change. Therefore, characters and themes become more liberal and various structures in Disney animation.