쉐도잉 연습: Disney’s BILLION Dollar Marketing & Branding Strategy - 영상으로 영어 말하기 배우기

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When I think of Disney, the first thing that comes to mind is fun.

Excitement.

Family-friendly entertainment.

And maybe even a little bit of magic.

Oh yeah, and people.

Lots and lots of people.

But the one thing that never really occurs to me is just how close Disney came to complete and utter failure.

And how they were able to turn it all around

and save themselves thanks to a clever and also incredibly unlikely marketing and branding campaign.

And that's what this episode is all about.

So, let me tell you a story behind one of the most powerful and profitable marketing campaigns that Disney has ever had, as well as five important lessons that you can take away from it

and immediately apply to your own business or idea or message.

I'm also going to explain why I'm wearing this watch, and maybe more interestingly, how you can win this watch.

Nope, not an exact copy of this watch, but this exact watch that I'm wearing, right now, right here, in this video.

Alright, let's get started.

But to help me tell this story, we first need to go back.

Way back to 1920, where Walt Disney himself first began his animation career with the Kansas City Film Ad Company in Missouri.

Now, even though this is where Walt got his start, it was a couple years later in 1922 when he joined forces with his friend Ub Iwerks, possibly the world's most interesting name,

and they created a company called Laugh-O-Gram Films, and started to produce a series of different cartoons around different stories and fairy tales.

It was a year later though, in 1923, that Disney first produced Alice in Cartoonland.

This was a combination of both animation and live action

and was originally intended to be a pilot in a whole series of future Alice cartoons.

But this is where things start to fall apart.

Within only a few weeks of its completion, Disney filed for bankruptcy, packed up all his stuff, left Kansas City and along with his brother Roy,

moved to California to try to make it as a cinematographer.

Alice in Cartoonland however actually turned out to be a pretty big hit

and as more

and more orders for more Alice cartoons from different distributors started

to roll in well it sort of compelled Disney to reopen his shop in California with his brother Roy.

Soon after that the rest of his team moved from Kansas City to California

and they spent the next four years working on these Alice films.

Then four years later in 1927 Disney made the strategic move towards an all cartoon series

and created the character Oswald the Lucky Rabbit.

And within a year Disney had made 26 of the Oswald cartoons.

But Oswald wasn't so lucky, or in this case Disney wasn't so lucky, because another problem then presented itself.

A problem however that would eventually lead to Disney's greatest success.

Here's what happened.

Walt, who was looking to secure another round of funding in order to produce another year of Oswald the Lucky Rabbit cartoons,

well he went to his distributor and realized some pretty unfortunate news.

You see, Walt's distributor had gone behind his back and hired most of his animators out from under him.

But to make things worse, upon re-reading his contract, Disney realized that he didn't even own the rights to Oswald the Lucky Rabbit.

And so there was pretty much nothing he could do.

Nothing that is, except create a newer, better, and more appealing version of Oswald.

And so in 1928 with the release of the animated film, Steamboat Willie, the world was introduced to Mickey Mouse.

if not the most iconic and recognizable cartoon characters in all of history.

Now clearly the creation of an iconic mascot

and brand ambassador like Mickey Mouse to represent your business is a stroke of genius, but the real business and marketing

and branding success took place a few years later during one of the darkest times in economic history

and with an unlikely product that even Walt Disney himself didn't think was gonna sell.

The year was 1932 and the now 10-year-old Disney company was struggling.

It was the Great Depression and people were out of work and out of money and well, greatly depressed.

Yeah, it's a terrible joke, I know.

It was at this point that Walt Disney hired a fellow by the name of Herman K.

Kamen to act as his licensing agent.

K's job was to start hiring out Mickey to hawk different products.

And this is the first lesson from this story.

Appreciate is totally cliched, but the reality is, if you want to succeed, you really do need to think outside the box.

In this case, looking for other ways to capitalize on the Mickey Mouse brand.

In the book, Mickey Mouse Reader, it describes how when Walt was first presented with the idea to put Mickey Mouse on a watch, well, his response was that it'll never sell.

Fortunately, he was wrong.

As the book goes on to say, the watch now outsells its nearest children's competitor watch 10 to 1.

And this is lesson number two, that you need to think twice before you take advice.

Most people are simply going to say it'll never work.

That is until it does.

In this case Even though Walt himself didn't think the idea

was going to work He trusted Kay enough to go through with the idea

and it's a really good thing He did

because it wasn't just children's watches

that were selling with Mickey Mouse on them as even a number of very prominent

and very influential leaders and celebrities in the space started to wear the Mickey Mouse watch.

People like Grace Kelly Sammy Davis Jr. John Lennon Andy Warhol Johnny Carson

and even Buzz Aldrin the famous astronaut who followed Neil Armstrong onto the moon on that fateful day July 20th 1969.

And this leads me to lesson number three, which is that influencer marketing has been around for a very long time, long before the term influencer even existed.

This is because the boosts in authority and credibility and leveraging other people's platforms has always been a very effective marketing strategy.

And so what started on May 22nd, 1933 when the patent was first filed for the Mickey Mouse watch, a watch I might add that was originally sold for $2.98

and whose pin lever movement was made up of surplus from World War I, well, that watch became a cultural icon.

And this is lesson number four.

The fact that a little bit of fun goes a really long way, and the worst thing that you can be in business is boring.

And it turns out that this inexpensive and fun little watch was exactly what the market wanted.

And it proved this when during a single promotion at Macy's over 11,000 Mickey Mouse watches were sold in a single day.

And in only a little over two years they had managed to sell 2.5 million Mickey Mouse watches.

And in 1957 the 25 millionth Mickey Mouse watch was presented to Walt Disney, who somewhat interestingly actually wore a Rolex and not a Mickey Mouse watch.

Hmm.

And this is lesson number five in that establishing a powerful brand can sell pretty much anything.

So at this point there's two things that you might want to do.

First, if you'd like to enter for your chance to win this exact Mickey Mouse watch, not another one like it, but this exact watch that I'm wearing right here, right now, in this video.

All you need to do is to like, to comment, to subscribe, and then I'll pick a winner from random using the random number generator, and announce the winner on my email list.

So if you're not already on the email list, all you need to do to join is visit adamairhart.com slash cheatsheet or click the link in the descriptions below.

It's fast, it's easy, and it's free.

Next, for even more marketing strategies and what these actually look like in the real world, the next thing you're going to want to do is check out the video

that I've got linked up right here on Tesla's marketing strategy.

So make sure to check it out now, and I'll see you in the next video.

And they're being led by an outspoken, media-savvy, and polarizing leader, the one and only Elon Musk, who is basically a walking, talking marketing machine.

So while their business growth may not...

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이 레슨의 어휘와 말하기 포인트

이 B2 수준 말하기 레슨은 영상 “Disney’s BILLION Dollar Marketing & Branding Strategy”을(를) 바탕으로 합니다. 가장 자주 반복되는 단어는 다음과 같습니다: Disney, Mickey, Mouse, Walt, marketing. 이 영상에는 섀도잉할 문장 94개와 단어 1434개가 있습니다. 말하는 구간의 길이는 6:59입니다. 화자는 분당 약 205단어로 빠르게 말하므로 연음과 약하게 발음되는 소리가 많습니다. 영어에서 가장 많이 쓰이는 3,000단어에 속하는 단어가 81%뿐이라 어휘가 어려운 편입니다.

이 영상의 핵심 어휘

영상에서 가장 어려운 단어 15개를 발음, 뜻과 함께 정리했습니다.

단어	발음	뜻
cartoon 명사	/kɑɹˈtun/	만화
influencer 명사	/ˈɪnflu.ənsə(ɹ)/	인플루언서
animation 명사	/ˌæn.ɪˈmeɪ.ʃən/	애니메이션, 아니메
animator 명사	/ˈænɪˌmeɪtə(ɹ)/	애니메이터
compel 동사	/kəmˈpɛl/	강요하다
inexpensive 형용사	/ˌɪnɪkˈspɛnsɪv/	싼, 싸다
astronaut 명사	/ˈæstɹəˌnɔt/	우주비행사
mascot 명사	/ˈmæsˌkɑːt/	마스코트
lever 명사	/ˈliː.və/	지레
hawk 명사	/ˈhɔːk/	매
competitor 명사	/kəmˈpɛt.ɪ.tɚ/	경쟁자
surplus 명사	/ˈsɝˌplʌs/	잉여, 과잉
generator 명사	/ˈdʒɛnəɹeɪtə(ɹ)/	발전기
fortunately 부사	/ˈfɔɹ.t͡ʃə.nɪt.li/	다행스럽게도, 운 좋게도
subscribe 동사	/səbˈskɹaɪb/	구독하다

영상에 나오는 구동사

단어	뜻
go back 동사	돌아가다

이 영상의 문법

화자가 가장 많이 쓰는 문형을 영상 속 실제 표현과 함께 정리했습니다.

문형	영상 속 표현
수동태 be + 과거분사 — 누가 하는지보다 무슨 일이 일어나는지에 초점	was originally intended · was introduced · is totally cliched
현재완료 have/has + 과거분사 — 과거의 일이 지금도 관련이 있을 때	has ever had · has been · has always been

주의할 발음

화자는 I'm, didn't, wasn't 같은 축약형과 약화된 형태를 20번 사용합니다. 들리는 대로 짧게 발음하세요.

“sh”와 “zh” 소리: animation /ˌæn.ɪˈmeɪ.ʃən/, influential /ɪnflʊˈɛnʃəl/
긴 단어 — 강세 위치에 주의: influencer /ˈɪnflu.ənsə(ɹ)/, animation /ˌæn.ɪˈmeɪ.ʃən/, animator /ˈænɪˌmeɪtə(ɹ)/, capitalize /ˈkæpətəˌlaɪz/, inexpensive /ˌɪnɪkˈspɛnsɪv/

한국어 화자가 어려워하는 소리:

/f/ — ㅍ(/p/)으로 바꾸지 말고 윗니를 아랫입술에 대기: influencer /ˈɪnflu.ənsə(ɹ)/, fateful /ˈfeɪtfəl/, fortunately /ˈfɔɹ.t͡ʃə.nɪt.li/, profitable /ˈpɹɑ.fɪ.tə.bl̩/, influential /ɪnflʊˈɛnʃəl/
/v/ — ㅂ(/b/)과 구별하기: savvy /ˈsæv.i/, inexpensive /ˌɪnɪkˈspɛnsɪv/, lever /ˈliː.və/, leverage /ˈlɛv.(ə.)ɹɪd͡ʒ/
/z/ — ㅈ이 아니라 성대를 울리는 /s/: capitalize /ˈkæpətəˌlaɪz/, polarize /ˈpəʊ.lə.ɹaɪz/

이 영상으로 연습하는 방법

먼저 말하지 않고 영상을 끝까지 듣고 모르는 단어를 적어 둡니다.
0.75배속으로 한 문장씩 섀도잉을 시작하고, 익숙해지면 보통 속도로 돌아갑니다.
자신의 목소리를 녹음해 원본과 비교하고, cartoon, influencer, animation 같은 단어에 특히 주의합니다.

쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법

쉐도잉(Shadowing)은 원래 전문 통역사 훈련을 위해 개발된 언어 학습 기법으로, 다언어 학자인 Dr. Alexander Arguelles에 의해 대중화된 방법입니다. 핵심 원리는 간단하지만 매우 강력합니다: 원어민의 영어를 들으면서 1~2초의 짧은 지연으로 즉시 소리 내어 따라 말하는 것——마치 '그림자(shadow)'처럼 화자를 따라가는 것입니다. 문법 공부나 수동적인 청취와 달리, 쉐도잉은 뇌와 입 근육이 동시에 실시간으로 영어를 처리하고 재현하도록 훈련합니다. 연구에 따르면 이 방법은 발음 정확도, 억양, 리듬, 연음, 청취력, 말하기 유창성을 크게 향상시킵니다. IELTS 스피킹 준비와 자연스러운 영어 소통을 원하는 분들에게 특히 효과적입니다.

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쉐도잉 연습: Disney’s BILLION Dollar Marketing & Branding Strategy - 영상으로 영어 말하기 배우기

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