Animation, branding and authorship in the construction of the ‘anti-Disney’ ethos : Hayao Miyazaki’s works and persona through Disney film criticism Hernandez Perez, M http://dx.doi.org/10.1177/1746847716660684 Title Animation, branding and authorship in the construction of the ‘anti- Disney’ ethos : Hayao Miyazaki’s works and persona through Disney film criticism Authors Hernandez Perez, M Type Article URL This version is available at: http://usir.salford.ac.uk/id/eprint/60739/ Published Date 2016 USIR is a digital collection of the research output of the University of Salford. Where copyright permits, full text material held in the repository is made freely available online and can be read, downloaded and copied for non-commercial private study or research purposes. Please check the manuscript for any further copyright restrictions. For more information, including our policy and submission procedure, please contact the Repository Team at:
[email protected]. Animation, branding and authorship in the construction of the ‘anti-Disney’ ethos: Hayao Miyazaki’s works and persona through Disney film criticism Manuel Hernández-Pérez University of Hull, School of Drama, Music and Screen Introduction I have something that I want you to learn here. This is the Walt Disney Studio. If you’re thinking of making a name for yourself, then you’d better get the hell out of here now, because the one thing we are selling here is ‘Walt Disney.’ Not because it’s me. But because that’s the name for the Studio. Walt Disney, quoted in Anderson (2005:104) For general audiences, ‘Disney’ is synonymous with family entertainment, and the family unit itself is also traditionally identified with animation.