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"The Millionaire"-Audience

This Russian cartoon, “The Millionaire”, was clearly marketed with children in mind. Throughout the cartoon, many techniques are used to appeal to children, as opposed to an older audience. The mere fact that this is a cartoon shows its intended audience, and the producers use goofy characters and odd dancing to entertain a younger audience, while subconsciously indoctrinating them with Soviet ideologies simultaneously.
In this scene, the recently departed millionaire’s inheritance is being given out, and a lawyer is announcing the assets she is passing on to the eager group of relatives. The lawyer’s face is shaped very strangely. His head is a thin oval, and his ears are very small, while bright red cheeks are featured very prominently. Also, his voice is very garbled and high pitched, and he is not speaking any known language, but rather reading in gibberish. This is clearly meant to be a humorous portrayal, and children would probably find it hysterical.
Two more examples of how this cartoon was marketed towards children are shown below. Upon entering the city, the millionaire bulldog enters a strip club, and everyone starts dancing. Even the buildings start to dance, and the skyscrapers are personified as they bounce around. Perhaps the most obvious manipulation of children during this cartoon is when the millionaires are viewing a peace protest, and start barking at it, then their faces morph into devils. This technique would make children associate capitalism with evil, and the children would be terrified of the capitalists.
 

Written by Dakota Brakob

Comments

  1. UnknownOctober 4, 2017 at 4:33 PM

    This cartoon has an interesting way of appealing to children. Though I am unfamiliar with Russian culture, I find it strange that they found it appropriate to show people going to a strip club. I feel as though showing a peaceful protest might also go above the children's heads. They could have chosen a topic that children would be more familiar with. Though I suppose there are only so many ways you could get these types of messages across.

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  2. Brennan MaherOctober 4, 2017 at 4:34 PM

    Do you think the ad was targeted at children because the Soviet Union believed its core was weakening? If the children were indoctrinated with these ideologies from a young age, would they ever be able to see any of the benefits of capitalism? I believe political cartoons from war can be a compelling narrative on a country's unity or division. The Soviets chose to build an environment that condemned the economy of the United States' through a satiric cartoon. Contrastingly, the United States demonstrated a triumphant hero that can take down communism in a cartoon that could appeal to all age groups.

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  3. Poornima KrishnamoorthiOctober 4, 2017 at 8:48 PM

    I think the fact that you included that the video itself is a cartoon was interesting. Although many movies with actual people are made for children, cartoons are on whole much more appealing to children. Like you included, the polar portrayals of the lawyer and the millionaires makes the intended message obvious. Even more than that it makes it clear that this video is for child because no adult would believe that a person would transform into a devil because of having money.

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  4. UnknownOctober 10, 2017 at 7:32 PM

    Great analysis of the audience. I feel like they targeted this cartoon towards children because their minds are very malleable from a young age. They probably did this to instill their perspectives of America into children in order to frame a negative view of the country which strengthened the Soviet Union's opposition of America.

    Pelumi Olufuwa

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