Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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Study on the Communication Effect of Disneyland Lina Bell’s Image Among University Students in Shanghai

Authors
Siqi Chen1, *
1SILC Business School, Shanghai University, Shanghai, 200000, China
*Corresponding author. Email: Siqi.Chen-4@student.uts.edu.au
Corresponding Author
Siqi Chen
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_50How to use a DOI?
Keywords
Lina Bell; IP marketing; Disneyland
Abstract

Lina Bell is the latest Duffy family character announced by Shanghai Disneyland. On September 17, Shanghai Disneyland’s official account “Duffy with you” released a video featuring Lina Bell for the first time. According to the setting, Lina Bell is a curious, adventurous little fox. On September 29, Lina Bell made her first global debut at the Shanghai Disney Resort, and then the internet public opinion skyrocketed to a peak and remained high. Under the aura of Disney and Duffy family IP, the little pink fox captured the hearts of a large number of netizens in a short period of time. This article was conducted to study what makes Lina Bell so popular and explore the general rules behind similar successful IP. A total of 60 questionnaires were conducted to the college students at Shanghai University. Analysis of the questionnaire data reveals that young people consider cute appearance and lively and interesting personality as the primary reason for fond memories of Lina Bell. This paper concludes that humans are emotional creatures, and they need emotional bonding to bring them a sense of security and pleasure. As long as the emotional needs of the target audience can be met, the IP marketing cases can achieve success.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_50How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Siqi Chen
PY  - 2022
DA  - 2022/11/19
TI  - Study on the Communication Effect of Disneyland Lina Bell’s Image Among University Students in Shanghai
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 401
EP  - 409
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_50
DO  - 10.2991/978-2-494069-05-3_50
ID  - Chen2022
ER  -