A Wonderful Family Vacation. The family vacation is an American tradition. A. The Walt Disney World advertisement, however, takes a different approach by marketing to the entire family.

II. The caption of the Walt Disney World advertisement in Family Circle magazine reads: "Pretend your family is on the most magical vacation ever." III. The next picture shows a mother being pampered by her husband in a make believe Hollywood scene. IV. This advertisement appeals to the parents who are swelled with pride to be able to fulfill their children's dreams.

V. The Disney World advertisement is trying to reach the whimsical yet practical side of the family, by appealing to the need for fun / lighthearted family time. A Wonderful Family Vacation The family vacation is an American tradition. Thinking and planning for this adventure captures the imaginations of thousands of families each year. While parents and children may disagree over what constitutes the ideal vacation, there is no question about there being a family vacation.

Savvy entrepreneurs are aware of this fact and spend millions of dollars in advertisements to capitalize on the money families spend for family vacations. Most advertisers craftily market to children, believing that children, through coercion (whining), can get their parents to buy what they want (see advertised on television). The Walt Disney World advertisement, however, takes a different approach by marketing to the entire family. The Disney advertisement is extremely effective, appealing to both the parents' and children's sense of wonder and excitement, while also making an emotional appeal to the parents's sense of value. The caption of the Walt Disney World advertisement in Family Circle magazine reads: "Pretend your family is on the most magical vacation ever." The first picture in the advertisement shows a larger- than-life Mickey Mouse happily greeting a young girl with pig tails in her hair.

The girl's eyes are wide with excitement and disbelief. The imagery in this picture brings on wonder and fantasy: the background is softly blurred with splashes of bright colors and light. In fact, there seems to be a rim of bright sunshine just above the girl's head. The next picture shows a girl and boy enjoying one of the many rides at Walt Disney World.

The feeling that both pictures convey is summarized in the words of the advertisement: "Indeed they had to pinch themselves to make sure it wasn't a dream." The next picture shows a mother being pampered by her husband in a make believe Hollywood scene. This is very effective advertisement because the mother who usually does the pampering and caring is instead being pampered and adored by her family. The caption above this scene reads "Mama got 'discovered' in Hollywood, the way she always imagined it would happen. This advertisement appeals to the parents who are swelled with pride to be able to fulfill their children's dreams. One caption reads "They dreamt of fairytale characters that came to life and embraced with a hug." This shows parents that Disney wants to do the same as the parents, when it comes to their children. This advertisement did a very good job of reaching its audience-middle class American families.

The Disney World advertisement is trying to reach the whimsical yet practical side of the family, by appealing to the need for fun / lighthearted family time. The advertisement appeals to the parent's sense of value by showing the entire family spending quality time together. By using such imagination-tempting words as "Magical, "Fantasy, "Embraced with a hug" the advertisement succeeds in pulling together a vacation that is truly larger than life but," Lo and behold, it all came true," (according to the ad) at Walt Disney World. Mothers usually like to get away on vacation by themselves. Fathers want a piece of mind knowing that the children will be safe during the vacation. The children want non-stop action and fun.

But being a family means spending quality time together on a vacation, therefore the mother and father has to come up with a family vacation that satisfies everyone. Many different theme parks advertise in magazines and television everyday. Each vying for the money families have to spend for a vacation. The Disney World advertisement appeals not only to the parent's sense of value but also allows them to live vicariously through their children.

In short the advertisement appeals to the entire family on a number of emotional levels. Walt Disney World placed this Disney advertisement in the Family Circle magazine. The advertisement shows a "larger than life" Mickey Mouse with an overly elated young girl with pigtails. The many colors were vibrant and inviting, the child looked as though she had a ray of sunshine over her head. Obviously, this advertisement was meant for the entire family. It appeals to the children who are bursting with anticipation to meet Mickey Mouse.

It appeals to the parents who are swelled with pride to be able to fulfill their children's dreams. One caption reads "They dreamt of fairytale characters that came to life and embraced them with a hug." This shows parents that Disney wants to do the same as the parents, when it comes to their children. The advertisement also shows a mother being pampered by her husband in a make believe Hollywood scene. This is very effective advertising because the mother who usually does the pampering and nurturing is instead being pampered and adored by her family. The caption above this scene reads "Mama got 'discovered' in Hollywood, the way she always imagined it would happen " The first words in the advertisement," Pretend your family is on the most magical vacation ever," invites the family to jump in the family van and let all their fantasies come true at Walt Disney World. It also uses other emotion-grabbing phrases like; "Indeed they had to pinch themselves to make sure it wasn't a dream." The scenes in the advertisement and all the phrases combine to make a synchronized invitation to the varying needs of the entire family.

This advertisement is trying to reach the whimsical yet practical side of the family, by appealing to the need for quality family time as well as fun / lighthearted family time. The advertisement did a hemendous job of reaching its audience-middle class American families. By using such imagination and tempting words as, "Magical,"Fantasy,"Embraced them with a hug" the ad succeeds in pulling together a theme for a vacation that is larger than life but, "Lo and behold, it all came true," (according to the ad) at Walt Disney World.