Research On Brand Communication Of Disney Animation Movies

As an important part of the process of human social interaction,communication plays a pivotal role in the history of human development.As one of the carriers of foreign cultural dissemination,animated film,its driving force and dissemination power should not be underestimated.As a pioneer in the animation film industry,Disney in the United States has led the world in the field of animation after a century ofbaptism.Disney is a successful businessman.While expanding the business map,he vigorously promotes American culture,making the Disney brand one of the labels ofthe United States.In recent years,although domestic animation has been on the rise,it is slightly lacking in brand communication.In 2019,the hot cinema animation film "Jiang Ziya" still has the problem of a single communication method in marketing and publicity,and the road to the rise of domestic animation brands is still long.Increasing the research on brand communication of domestic animation and finding a development strategy suitable for the country to enhance the international competitiveness of Chinese animation film brands is a realistic topic that must be paid attention to.Based on this,this article will take Disney animated films as the research object,focusing on the brand development process,brand positioning strategy,brand communication strategy and other aspects of Disney animated films,supplemented by Hall coding theory and brand image theory analysis,to find suitable domestic animations The path offilm brand communication.