Article2014

In the Window at Disney: A Lifetime of Brand Desire

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Theatre and Performance Studies Theater, Performance, and Music History Consumer Behavior in Brand Consumption and Identification

Abstract

The princess makeover is a signature Disney performance that articulates the interplay between the production of a desiring subject and the commodification of experience. It is a transformation that demands affective labor from consumers on behalf of one of the world’s preeminent brands.

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References

2012The Experience Economy 1994Land of Desire: Merchants, Power, and the Rise of a New American Culture.2002Perform or Else: From Discipline to Performance 2010The mouse that roared: Disney and the end of innocence 2013Fair Play — Art, Performance and Neoliberalism 2004Images of Animated Others: The Orientalization of Disney's Cartoon Heroines From The Little Mermaid to The Hunchback of Notre Dame 2013Audience Participation and Neoliberal Value: Risk, agency and responsibility in immersive theatre 1978The Carole Lombard in Macy's window

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