Show The Herald Journal Logan Utah Tuesday November 18 2003 — A9 ing of Disneyland Calif in Anaheim Disney’s ‘friendly little guy’ turns 75 ‘‘Mickey got a double shot Continued from At of invigorution" said Marty Sklar vice chainnan and prin of Oregon pmfessw and author of “Understanding Disney: The Manufacture ot Fantasy" cipal creative executive at Walt Disney Imagineering “The characters live in our park Mickey is the king of our char-F- mouse named Mickey who has grown up to be a symbol of Amencan culture celebrates his 75th anniversary Tuesday' y conceived of the cartoon mouse on a train trip in 1928 and dubbed him Mortimer But Disney's wife name a more diminutive as the was bom and hero Mickey popular suggested little The plucky Disney cross-countr- t or Roy E Disney whose uncle Wall Disney created the character Mickey Mouse is “’this friendly little guy' which were Walt’s words lor describing him” For Penn Stale professor Henry Giroux however Mick- ey Mouse represents the vast reach of American cultural power symbolizing a company that has turned childhood into a junction of consumerism as children feel obligated to pur- chase-thlatest “Finding Nemo” DVD or Mickey Mouse watch ' “Mickey Mouse offers up a symbol of innocence while hiding the role it plays in com- modifying children's dreams and extending the logic of the market into all aspects of their lives” said Giroux autluir of “The Mouse That Roared: Dis-- ney and the End of Inniv cence" a cultural critique of the company Mickey wasn’t always so complex Mickey Mouse was con-- : ceived in 1927 during a crosscountry train ride according to ' the' “official'' company history ' ' Walt Disney had just been forced to give up the Oswald ’rights to his ruthless New York distributor who had exercised copyright control over the character On the ride back home to Los Angeles Disney conjured up a little mouse named Mor- timer His wife Lillian' thought the name too pompous and suggested Mickey" But others have argued that Mickey’s creation was more likely acollaboration between Disney and his chief animator Ub Iweriui with Disney taking ' the credit Mickey Mouse was first drawn bylwerks’ hand' ' Disney and Iwerks initially produced two silentcartoons for Mickey Mouse “Plane Mickey's film debut in acters" In the succeeding decades Mickey has been used in less than a down theatrical releas- es but is a regular presence on television in “House of the Mouse” on the Disney Chan- pel and is photographed daily alongside thousands of tourists at theme parks in California Florida France and Japan All from a simple cartoon Said author Wasko: “Mickey represents a fascinating inter- ' " weaving of culture politics ' and economics’ ' “Steamboat Willie" at the New York's Colony Theatre Mickey is given a star on the Walt Disney Mickey s creator and original voice- - dies Holiywiipd Walk nt Fame The 'Mickey After the 1930s ' Mouse Mickey's face was 2003 Ciub" rounded out and hts eyes went from black ovals to white eyes with pupils Mickey debuts on turns 75 TV ' SOURCE Walt Osney Co ' v 'Fantasia1' is released an animation movie set to classical music Nov 18 1928 Mouseketeer Annette Funicado "ah : ' - '1 'I one covers "K -- ' ' Crazy” and “The Gallopin' Gaucho” But in the wake of the success ofthe nation's first "talkie" Al Jolson's “The Jazz Singer” in 927 Disney dccid-- ’ to produce a cartoon that would be synchronized to fil 1 sowes music and sound ' ' : "Steamboat Willie" was an instanl hit arriving at a lime when technological advances in motion pictures radio and the phonograph jwerc trans- forming mass culture By the end of the 1 930s Mickey had starred in more thanlOQ ' : car-too- ns ' Mickey gradually trans- - formed both physically and spiritually His face wa$ round- -' ed out arid his eyes went from : black ovals to white eyes with"' ' :y pupils in the late 1930s His face became friendlier less raf-li- V ’ : : : v We give you access to and the wjreless Web in more countries other wireless than any carrier ail ke ''’ ' "i- - V The most coverage in North America is just one reason people choose AT4T Wireless But it's not the only reason 7' 'J “Round things seem tp be less belligerent than the angles" said John Hench a animator who has been with the Disney company V We're also the only national wireless provider tp gjveyog since 1939 ' Mickey Mouse became the face that launched a thousand merchandise products! Watches Pencils Bedshects Alarm clocks Telephones He is one of the most merchandised faces ever —about $45 billion a year in sales —even though he’s cunemly second to Win- nie the Pooh for the Disney company ' ' Mickey’s personality became less edgy duller and less subversive Toward the end of the 1930s and the start ofthe 1940s Disney animators found it harder to create story lines around Mickey as the character become the face of the company “Donald (Duck) became easier to write stories around because his personality was more varied Often in that peri- od they would start a cartoon with Mickey and it wouldn’t wok and someone would say ’Use Donald'" said David Smith archives director for the Wah Disney Co “You didn't want to do naughty things with your corporate logo He suddenly became sacrosanct" Mickey's popularity may have waned in the 1940s but he gained new life in the 19508 with the airing of TV’s “Mickey Mouse Club" and the open- - Sign lip nowand get unlimited night and Weekend minutes plus hundreds: of Anytime minutes on all qualified plans starting at $2999 a month- : credit if a cajl is dropped and to offer a art automatic triaL risk-fre- e 30-da- y And we give you a choice of the Irast phones with the best features - SmMow for ottMr rnomhfy charges reachiou t oh the wjretess service America troste' :v- ® call: AT3CT 4 swctertwuiiwiATiTswiitwiiwi-UdU' iONBMUMMB 3MW ' 7800SO 444 (Mm ran— mg MU 801 ' 6191 So Slalt (Sum 129) 282538 N iwMtwiMi r ' ' LOGAN (Sude Al “ ' 866 REACHOUT or for our best deals click: attwirelesseom Wireless Stores C8TTSMM0S MU ' 4S3SS HiglMndDr (Cottonwood U 801 1 Wireless ' JUtoinSt' MS ' Mn$ 801519-968- RiWdJte Rd 801621-236- 435763-235- 1NE GATEWAY SALT LAKE CITY 611 S OGDEN UNWEMTIYMU 1 univerMy Prtnwv (SuUt ’ ' 676 ' 801456300 2 5 ' 160SO'RKtandiSt' ' 801 "'-- UrTON 938 No Man Si Suit A 1 801 J ULTUWECmr MMTHOnEa 864 N SMttSt 729 801 801802-0725 ' ' 801 ATAT Wireless Authorized Dealers wmaaa a ' ' ataa ornumm U E UMOV 3300 Souftr 801495-026- ' ' hMi lacaHiaa ' ' 106458 Stale St" ' : ' Nh unt ? 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