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

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.