Media Log #8: Cross Promotions

     When you first see this ad, you may wonder whether it is an ad for Disneyland or an ad for Nikon.  Well, it's an ad for both companies.  These companies are using a technique discussed in "The Merchants of Cool" called cross promotion.  By using this, both companies can reach audiences that may not normally be attracted to their product in hopes that more people will buy their product.  It's a very strategic move from a marketing persepctive.
     When people see this ad, they hopefully are reminded of some of their best memories from "The Happiest Place on Earth," and what better way to save these memories than with a Nikon D3200.  On the ad, it is even stated that Nikon is "The Official Disneyland Camera."  Now, people believe that the only way they can properly capture their "magical moments" is by buying and bringing a Nikon camera to Disneyland.  Nikon is usually known for its picture quality, so it would make sense for Disney to advertise with it.  
     Many people associate positive connotations with the word Disney.  They're brought back with memories of childhood and overall happiness.  When these people see the boy holding on to Mickey's hand, they're reminded of a time when they may have done that.  What Disney hopes is that if these people have kids, they'll take there kids to Disneyland so their kids can experience a great time like the parents once did before.  Therefore, the target market for this ad is families who want their kids to have a great time.  It doesn't matter how old each person is.  What matters is that they have an amazing, memorable experience at Disneyland. 
    The boy also brings up the need to nurture.  When we see how happy the boy is, we also want to experience that same kind of happiness.  We ten believe that Disneyland does a good job at making children happy because we see him holding Mickey's hand and Cinderella's Castle is in the background.  
    Since people associate good connotations with Disneyland, it causes these people to associate good connotations to Nikon, using a technique called transfer/association.  Nikon wants us to believe that we can practically take any photo, even if it's not in Disneyland, and the picture will still have that same Disneyland feeling to it.  
     Overall, I believe this ad was effective in selling its message and product to their audience.  Families would easily be attracted to this as because it shows a happy family in a great ccamera shot.  Personally, I would not buy a camera just because its associated with Disneyland, but then again, I'm still a teen myself.