Corporate Image and the Establishment of Euro Disney: Mickey Mouse and the French Press      

Drawing upon publications in the French press, this article considers three interweaving themes that characterized the construction of the Euro Disney park. It then offers an analysis of the historical context for and the implications of the park's construction, using the literature of French cultural studies and cross-cultural studies for support. It concludes with a discussion of the possible consequences to the company of Disney's negative image in the French press.

Forman, Janis. Technical Communication Quarterly (1998). Articles>Rhetoric>Branding