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前些日子《爱丽丝梦游仙境》3D电影热播,突然扯起尘封已久的童话回忆,于是与朋友聊起小王子、美人鱼,曾经那些最喜欢的童话角色,曾经信以为真的童话人生,还有曾经无忧无虑的童年。原来我们已经离开童话如此之久,但我们仍然热切地渴望拥有它——在生与死、爱与恨、绝望与希望之间,依然带着纯真的笑,希望的翅膀。
就像讲到童话我们不得不提安徒生一样,迪士尼也是无法避开的话题。继迪士尼乐园、迪士尼3D动画电影、迪士尼电视频道、迪士尼游戏等一系列产品之后,迪士尼在2005年推出了“梦幻仙子系列”,更加强化自己的童话帝国地位。一直以来,它商业化的经营模式与美好纯粹的童话世界看似相去甚远,也广受诟病,然而它所建立起来的童话王国,成了现在所有小孩子、甚至大人最直接的接触童话的途径。
我并无意去辩驳迪士尼的商业或纯粹,也无意去评判所谓童话的好坏,因为在我看来,童话存在于每个人的心里。只要相信,它便存在。我只是想,如果我们的心中都能存有一丝童话的幻想与憧憬,或者我们看到的、我们创造的世界会更可爱一些。
In order to save Tinker Bell, Peter Pan asked the children of Neverland to clap their hands if they believed in fairies. The Walt Disney Company definitely believes in fairies. It’s hoping that little girls who were 1)mesmerized by Disney’s princesses will graduate to believing in fairies, too.
Disney’s Creating a World of Fairies
Disney’s fairy empire began with a fairy book, and the setting was familiar—Neverland.
Child: If you head toward the second star on your right and fly straight on ’till morning, you’ll come to Neverland.
And 2)tucked away there is Fairy Haven, home to another very familiar character, Tinker Bell. But now she has lots of friends—3)shapely, 4)doe-eyed little creatures with 5)pointed ears and 6)gauzy wings.
These characters are 7)plastered on a vast array of 8)merchandize aimed straight at the hearts of little girls between six and eleven years old. For many of these girls, Disney princesses are baby stuff. Kathy Franklin is a Disney consumer products executive in charge of the princesses and the fairies. She says older girls have concerns that have changed since the days when they thought the princesses ruled.
Kathy Franklin (Consumer Products Executive, Disney): They are saying to themselves, what am I good at? How do I make friends? How do I 9)navigate this new world that I’m in? And fairies is really about that. It’s exploring a whole world, so it allows us to do storytelling that’s appropriate for that age.
Jim Hill (Blogger): It’s all part of Disney’s Cradle-to-Grave program.
Blogger Jim Hill writes about all things Disney.
Jim Hill: You know they’re just looking for ways to grab every 10)demographic group and make sure that they’re out there buying Disney products.
On a warm Sunday afternoon, those eager consumers include parents and kids gathered in a hotel courtyard just outside the gates of Disneyland. They’ve come to hear Gail Carson Levine, award-winning author of Ella Enchanted. She’s reading from her second Disney fairy book, Fairy Haven and the Quest for the Wand. 12-year-old Marie Lam is a fan.
Reporter: You’ve read these books? And you like them?
Marie Lam: Yeah. I read this one over and over. And this one, I’m starting right now.
Like many others, Lam says Tinker Bell first drew her to fairies.
Marie Lam: I liked them ever since I saw the movie Peter Pan when I was really little.
The first book in Disney’s fairy series spent 20 weeks on the New York Times best-seller list, and it has been an engine driving a growing fairy business. There’s a DisneyFairies.com. And in a year, Disney has sold $800 million worth of books, toys, and fashion. But the road to global fairy dominion has not been entirely smooth.
Voiceover from Tinker Bell (DVD): Father says that fairies really do exist as long as we believe.
The first fairy DVD titled “Tinker Bell” was supposed to hit stores in October. Disney artists had put in months of work, says blogger Jim Hill, but then the company bought Pixar, which brought animation genius John Lasseter into the fold.
Jim Hill: And he got a hold of the first pass on the Tinker Bell movie, and he thought it was horrible.
A massive marketing campaign was put on hold for a year. When the first fairy DVD appears in November 2008, Tinker Bell will break decades of silence. She’ll be voiced by Brittany Murphy, perhaps best known as Eminem’s love interest in 8 Mile. That doesn’t sit well with some Disney fans, and it’s only one of many things that doesn’t appeal to Jack Zipes.
Debate on “What Is a Good Fairy Tale”
Professor Jack Zipes (University of Minnesota): I don’t find anything positive in this series.
Zipes is a fairy tale expert at the University of Minnesota. He’s a 11)purist. He doesn’t approve of Disney in general, and he doesn’t care for Harry Potter. Historically, he says, fairy stories are often mysterious and dark. Ideas about how fairies look are varied, but Zipes thinks the ones Disney created are all wrong.
Prof. Zipes: They are all sexy-looking, Barbie-doll types who are rather 12)banal, as far as I’m concerned.
Zipes also complains that Disney stories deal with uninteresting and irrelevant problems, like whether a magic egg breaks.
Prof. Zipes: A good fairy tale is something that wants to communicate ways to deal with very deep problems that both children and adults have, with regard to the environment, to the world around them.
To Zipes, It’s obvious that Disney’s goal is to turn little girls into little consumers. But Disney executive Kathy Franklin says the fairy line gives kids a chance to exercise their imaginations.
Kathy Franklin: The beauty of Disney fairies is we have diverse characters with really unique personalities. And we believe that girls are going to identify with these fairies but then use that as a jumping off point for exploring who they are.
As for author Gail Carson Levine, she doesn’t feel that she’s sold out, as Professor Zipes alleges. She says she was given lots of control over the fairy world, though Disney supplied drawings and some general ideas. But she wonders about one of her favorite authors, J.M. Barrie, who created Tinker Bell more than a century ago.
Gail Carson Levine: My chief worry is that Barrie would be spinning in his grave, and, you know, he may be.
When it comes to fairies, it’s always been hard to decide what to believe.
为了救活小仙女叮叮,彼得·潘(小飞侠)请求梦幻岛(也译作永无岛)上的孩子们,假如他们相信仙子的存在,就拍拍手。华特·迪士尼公司(简称迪士尼公司)对于仙子世界信心十足,它希望那些为迪士尼童话公主痴迷的小女孩也能相信仙子的存在。
迪士尼打造仙子世界
迪士尼的仙子帝国是从一本童话书开始的,童话发生的场景相当熟悉——梦幻岛。
小孩:如果你朝着右手边第二颗星星的方向,一直飞行直到天明,你就能到达梦幻岛了。
隐秘在深处的还有仙子之港——另一个广为熟知的角色,小仙女叮叮的家乡。不过现在她有了许多好朋友——长着尖尖的耳朵和薄如蝉翼的翅膀、身形姣好,还不时眨巴眨巴着无辜大眼睛的仙子。
在旨在攻陷年龄介乎6到11岁的女孩儿芳心的各式各样产品中,这些角色也跻身其中。对于许多这个年龄段的女孩儿来说,迪士尼的童话公主们都是婴儿玩物了。凯西·富兰克林是迪士尼公司负责公主与仙子系列的消费者产品部门负责人。她说随着女孩们年纪渐长,她们认为童话公主能主宰一切的想法已经不复存在。
凯西·富兰克林(迪士尼消费者产品部门负责人):她们会跟自己说,我擅长的是什么?我如何才能交到朋友?我如何才能游走于我所在的这个世界?而这些都能在仙子的世界里找到答案。它在探求一整个世界,所以这也允许我们可以讲一些适合这个年龄段的故事。
吉姆·希尔(博客人):这就是迪士尼“从摇篮到坟墓”的终身计划。
博客人吉姆·希尔撰写一切与迪士尼相关的东西。
吉姆·希尔:你知道,他们(迪士尼)只是在寻找一切能抓住每个年龄群消费者的兴趣点,并确保他们仍会购买迪士尼的相关产品而已。
在一个暖和的周日下午,那些包括父母和小孩在内的热情消费者齐聚在迪士尼乐园大门外的酒店院子里。他们前来听获奖作家——《魔法灰姑娘》的作者盖尔·卡森·莱温的签读会。她正在朗诵她的第二本迪士尼童话书《超凡小仙子2》。(译者注:这本书目前尚无中文版,因此也无正式的中文译名。)12岁的玛丽·莱姆正是个小书迷。
记者:这些书你都看过了?你喜欢它们吗?
玛丽·莱姆:是的。这本我读了一遍又一遍,而现在才要开始看这一本。
与其他人一样,莱姆说是小仙女叮叮把她吸引到仙子们的世界。
玛丽·莱姆:在我很小的时候看了电影《小飞侠》之后,我就很喜欢它们。
迪士尼“梦幻仙子系列”的第一本童话书在《纽约时报》畅销书排行榜上停留了20周,是它引发了迪士尼的“梦幻仙子系列”狂潮。甚至还有一个DisneyFairies.com的网站。而在一年的时间里,迪士尼销售了价值8亿美元的童话书、玩偶还有其他时尚产品。不过在全球市场上,迪士尼的仙子世界主宰之路走得并不顺畅。
《奇妙仙子》(DVD)画外音:爸爸说只要我们相信,仙子们就会真的存在。
第一张“仙子系列”DVD《奇妙仙子》本来应该在10月份上架。据博客人吉姆·希尔所说,迪士尼的创作人员为此投入了几个月的辛勤工作,但在迪士尼买下皮克斯动画工作室后,动画天才约翰·拉斯特开始参与其中。
吉姆·希尔:他在第一关就叫停了《奇妙仙子》的发行,他觉得那简直太糟糕了。
在将近一年时间里,大规模的市场宣传活动被暂停。2008年11月第一张仙子系列DVD出现时,《奇妙仙子》将填补长久以来的空白。小仙女叮叮一角将由布莱特妮·墨菲配音,她最著名的角色估计就是《8英里》中饰演阿姆的女友。她可能不对一些迪士尼迷的胃口,但对于杰克·赛普斯来说,这只是众多无法让他提起兴趣的原因的其中
一点。
什么是一个好童话?
杰克·赛普斯教授(美国明尼苏达州立大学):在这一系列产品中我看不到任何优点。
赛普斯是明尼苏达州立大学研究童话的专家。他是个纯化论者,他并不认为迪士尼是好的,也从来不看“哈
利·波特”。他说,从历史来说,童话故事通常是神秘又带有黑暗色彩的。至于仙子应该是什么样子的向来众说纷纭,但赛普斯认为迪士尼所塑造出来的形象则完全是错误的。
赛普斯教授:就我目前所看到的,她们(仙子们)全部都相当性感,千篇一律,每个都像芭比娃娃一样。
赛普斯还指责说迪士尼故事讲的都是一些毫无趣味、无甚意义的话题,比如一个魔法蛋是否会打破之类的。
赛普斯教授:一个好的童话故事应该是能帮忙解决小孩或大人有的一些深层次问题,包括他们与环境,与周遭世界的关系等。
对赛普斯来说,迪士尼的目的很明确,就是要把小女孩都变成小小消费者,但迪士尼消费者产品部门负责人凯西·富兰克林说,这个梦幻仙子系列产品给了孩子一个发挥想象力的机会。
凯西·富兰克林:迪士尼仙子们的魅力在于我们拥有许多个性鲜明的角色。我们相信女孩们会慢慢熟悉这些仙子,并把这个作为跳板来寻求自身定位。
对于作家盖尔·卡森·莱温来说,她并不觉得自己如赛普斯教授所言是被利用了。她说,尽管迪士尼提供了插画,也提出了一些大致的想法,但她仍然掌控着她笔下的这个仙子世界。她的好奇点反而是一百多年前创作了小仙女叮叮这个角色、她最喜欢的作家之一的J·M·巴里。
盖尔·卡森·莱温:我最担心的是巴里估计会在地下团团转呢,你知道,可能真的会这样。
在童话的世界里,很难决定什么才是值得相信的。
就像讲到童话我们不得不提安徒生一样,迪士尼也是无法避开的话题。继迪士尼乐园、迪士尼3D动画电影、迪士尼电视频道、迪士尼游戏等一系列产品之后,迪士尼在2005年推出了“梦幻仙子系列”,更加强化自己的童话帝国地位。一直以来,它商业化的经营模式与美好纯粹的童话世界看似相去甚远,也广受诟病,然而它所建立起来的童话王国,成了现在所有小孩子、甚至大人最直接的接触童话的途径。
我并无意去辩驳迪士尼的商业或纯粹,也无意去评判所谓童话的好坏,因为在我看来,童话存在于每个人的心里。只要相信,它便存在。我只是想,如果我们的心中都能存有一丝童话的幻想与憧憬,或者我们看到的、我们创造的世界会更可爱一些。
In order to save Tinker Bell, Peter Pan asked the children of Neverland to clap their hands if they believed in fairies. The Walt Disney Company definitely believes in fairies. It’s hoping that little girls who were 1)mesmerized by Disney’s princesses will graduate to believing in fairies, too.
Disney’s Creating a World of Fairies
Disney’s fairy empire began with a fairy book, and the setting was familiar—Neverland.
Child: If you head toward the second star on your right and fly straight on ’till morning, you’ll come to Neverland.
And 2)tucked away there is Fairy Haven, home to another very familiar character, Tinker Bell. But now she has lots of friends—3)shapely, 4)doe-eyed little creatures with 5)pointed ears and 6)gauzy wings.
These characters are 7)plastered on a vast array of 8)merchandize aimed straight at the hearts of little girls between six and eleven years old. For many of these girls, Disney princesses are baby stuff. Kathy Franklin is a Disney consumer products executive in charge of the princesses and the fairies. She says older girls have concerns that have changed since the days when they thought the princesses ruled.
Kathy Franklin (Consumer Products Executive, Disney): They are saying to themselves, what am I good at? How do I make friends? How do I 9)navigate this new world that I’m in? And fairies is really about that. It’s exploring a whole world, so it allows us to do storytelling that’s appropriate for that age.
Jim Hill (Blogger): It’s all part of Disney’s Cradle-to-Grave program.
Blogger Jim Hill writes about all things Disney.
Jim Hill: You know they’re just looking for ways to grab every 10)demographic group and make sure that they’re out there buying Disney products.
On a warm Sunday afternoon, those eager consumers include parents and kids gathered in a hotel courtyard just outside the gates of Disneyland. They’ve come to hear Gail Carson Levine, award-winning author of Ella Enchanted. She’s reading from her second Disney fairy book, Fairy Haven and the Quest for the Wand. 12-year-old Marie Lam is a fan.
Reporter: You’ve read these books? And you like them?
Marie Lam: Yeah. I read this one over and over. And this one, I’m starting right now.
Like many others, Lam says Tinker Bell first drew her to fairies.
Marie Lam: I liked them ever since I saw the movie Peter Pan when I was really little.
The first book in Disney’s fairy series spent 20 weeks on the New York Times best-seller list, and it has been an engine driving a growing fairy business. There’s a DisneyFairies.com. And in a year, Disney has sold $800 million worth of books, toys, and fashion. But the road to global fairy dominion has not been entirely smooth.
Voiceover from Tinker Bell (DVD): Father says that fairies really do exist as long as we believe.
The first fairy DVD titled “Tinker Bell” was supposed to hit stores in October. Disney artists had put in months of work, says blogger Jim Hill, but then the company bought Pixar, which brought animation genius John Lasseter into the fold.
Jim Hill: And he got a hold of the first pass on the Tinker Bell movie, and he thought it was horrible.
A massive marketing campaign was put on hold for a year. When the first fairy DVD appears in November 2008, Tinker Bell will break decades of silence. She’ll be voiced by Brittany Murphy, perhaps best known as Eminem’s love interest in 8 Mile. That doesn’t sit well with some Disney fans, and it’s only one of many things that doesn’t appeal to Jack Zipes.
Debate on “What Is a Good Fairy Tale”
Professor Jack Zipes (University of Minnesota): I don’t find anything positive in this series.
Zipes is a fairy tale expert at the University of Minnesota. He’s a 11)purist. He doesn’t approve of Disney in general, and he doesn’t care for Harry Potter. Historically, he says, fairy stories are often mysterious and dark. Ideas about how fairies look are varied, but Zipes thinks the ones Disney created are all wrong.
Prof. Zipes: They are all sexy-looking, Barbie-doll types who are rather 12)banal, as far as I’m concerned.
Zipes also complains that Disney stories deal with uninteresting and irrelevant problems, like whether a magic egg breaks.
Prof. Zipes: A good fairy tale is something that wants to communicate ways to deal with very deep problems that both children and adults have, with regard to the environment, to the world around them.
To Zipes, It’s obvious that Disney’s goal is to turn little girls into little consumers. But Disney executive Kathy Franklin says the fairy line gives kids a chance to exercise their imaginations.
Kathy Franklin: The beauty of Disney fairies is we have diverse characters with really unique personalities. And we believe that girls are going to identify with these fairies but then use that as a jumping off point for exploring who they are.
As for author Gail Carson Levine, she doesn’t feel that she’s sold out, as Professor Zipes alleges. She says she was given lots of control over the fairy world, though Disney supplied drawings and some general ideas. But she wonders about one of her favorite authors, J.M. Barrie, who created Tinker Bell more than a century ago.
Gail Carson Levine: My chief worry is that Barrie would be spinning in his grave, and, you know, he may be.
When it comes to fairies, it’s always been hard to decide what to believe.
为了救活小仙女叮叮,彼得·潘(小飞侠)请求梦幻岛(也译作永无岛)上的孩子们,假如他们相信仙子的存在,就拍拍手。华特·迪士尼公司(简称迪士尼公司)对于仙子世界信心十足,它希望那些为迪士尼童话公主痴迷的小女孩也能相信仙子的存在。
迪士尼打造仙子世界
迪士尼的仙子帝国是从一本童话书开始的,童话发生的场景相当熟悉——梦幻岛。
小孩:如果你朝着右手边第二颗星星的方向,一直飞行直到天明,你就能到达梦幻岛了。
隐秘在深处的还有仙子之港——另一个广为熟知的角色,小仙女叮叮的家乡。不过现在她有了许多好朋友——长着尖尖的耳朵和薄如蝉翼的翅膀、身形姣好,还不时眨巴眨巴着无辜大眼睛的仙子。
在旨在攻陷年龄介乎6到11岁的女孩儿芳心的各式各样产品中,这些角色也跻身其中。对于许多这个年龄段的女孩儿来说,迪士尼的童话公主们都是婴儿玩物了。凯西·富兰克林是迪士尼公司负责公主与仙子系列的消费者产品部门负责人。她说随着女孩们年纪渐长,她们认为童话公主能主宰一切的想法已经不复存在。
凯西·富兰克林(迪士尼消费者产品部门负责人):她们会跟自己说,我擅长的是什么?我如何才能交到朋友?我如何才能游走于我所在的这个世界?而这些都能在仙子的世界里找到答案。它在探求一整个世界,所以这也允许我们可以讲一些适合这个年龄段的故事。
吉姆·希尔(博客人):这就是迪士尼“从摇篮到坟墓”的终身计划。
博客人吉姆·希尔撰写一切与迪士尼相关的东西。
吉姆·希尔:你知道,他们(迪士尼)只是在寻找一切能抓住每个年龄群消费者的兴趣点,并确保他们仍会购买迪士尼的相关产品而已。
在一个暖和的周日下午,那些包括父母和小孩在内的热情消费者齐聚在迪士尼乐园大门外的酒店院子里。他们前来听获奖作家——《魔法灰姑娘》的作者盖尔·卡森·莱温的签读会。她正在朗诵她的第二本迪士尼童话书《超凡小仙子2》。(译者注:这本书目前尚无中文版,因此也无正式的中文译名。)12岁的玛丽·莱姆正是个小书迷。
记者:这些书你都看过了?你喜欢它们吗?
玛丽·莱姆:是的。这本我读了一遍又一遍,而现在才要开始看这一本。
与其他人一样,莱姆说是小仙女叮叮把她吸引到仙子们的世界。
玛丽·莱姆:在我很小的时候看了电影《小飞侠》之后,我就很喜欢它们。
迪士尼“梦幻仙子系列”的第一本童话书在《纽约时报》畅销书排行榜上停留了20周,是它引发了迪士尼的“梦幻仙子系列”狂潮。甚至还有一个DisneyFairies.com的网站。而在一年的时间里,迪士尼销售了价值8亿美元的童话书、玩偶还有其他时尚产品。不过在全球市场上,迪士尼的仙子世界主宰之路走得并不顺畅。
《奇妙仙子》(DVD)画外音:爸爸说只要我们相信,仙子们就会真的存在。
第一张“仙子系列”DVD《奇妙仙子》本来应该在10月份上架。据博客人吉姆·希尔所说,迪士尼的创作人员为此投入了几个月的辛勤工作,但在迪士尼买下皮克斯动画工作室后,动画天才约翰·拉斯特开始参与其中。
吉姆·希尔:他在第一关就叫停了《奇妙仙子》的发行,他觉得那简直太糟糕了。
在将近一年时间里,大规模的市场宣传活动被暂停。2008年11月第一张仙子系列DVD出现时,《奇妙仙子》将填补长久以来的空白。小仙女叮叮一角将由布莱特妮·墨菲配音,她最著名的角色估计就是《8英里》中饰演阿姆的女友。她可能不对一些迪士尼迷的胃口,但对于杰克·赛普斯来说,这只是众多无法让他提起兴趣的原因的其中
一点。
什么是一个好童话?
杰克·赛普斯教授(美国明尼苏达州立大学):在这一系列产品中我看不到任何优点。
赛普斯是明尼苏达州立大学研究童话的专家。他是个纯化论者,他并不认为迪士尼是好的,也从来不看“哈
利·波特”。他说,从历史来说,童话故事通常是神秘又带有黑暗色彩的。至于仙子应该是什么样子的向来众说纷纭,但赛普斯认为迪士尼所塑造出来的形象则完全是错误的。
赛普斯教授:就我目前所看到的,她们(仙子们)全部都相当性感,千篇一律,每个都像芭比娃娃一样。
赛普斯还指责说迪士尼故事讲的都是一些毫无趣味、无甚意义的话题,比如一个魔法蛋是否会打破之类的。
赛普斯教授:一个好的童话故事应该是能帮忙解决小孩或大人有的一些深层次问题,包括他们与环境,与周遭世界的关系等。
对赛普斯来说,迪士尼的目的很明确,就是要把小女孩都变成小小消费者,但迪士尼消费者产品部门负责人凯西·富兰克林说,这个梦幻仙子系列产品给了孩子一个发挥想象力的机会。
凯西·富兰克林:迪士尼仙子们的魅力在于我们拥有许多个性鲜明的角色。我们相信女孩们会慢慢熟悉这些仙子,并把这个作为跳板来寻求自身定位。
对于作家盖尔·卡森·莱温来说,她并不觉得自己如赛普斯教授所言是被利用了。她说,尽管迪士尼提供了插画,也提出了一些大致的想法,但她仍然掌控着她笔下的这个仙子世界。她的好奇点反而是一百多年前创作了小仙女叮叮这个角色、她最喜欢的作家之一的J·M·巴里。
盖尔·卡森·莱温:我最担心的是巴里估计会在地下团团转呢,你知道,可能真的会这样。
在童话的世界里,很难决定什么才是值得相信的。