Madeleine's Small Scale Research Project: How Males are Portrayed in Frozen

The Guardian - In Frozen (2013) "It's men either devious or daft while it's woman are outspoken and powerful"
This quote shows how Disney are changing the ways male and female characters are represented. Males used to be seen as strong, brave and the hero of the stories like in Hercules (1997), where the lead protagonist saves the damsel in distress. And yes, it's good that the female role is becoming more dominant and independent, but the males would like to have there courageous role returned. Some reasons why it is a good idea to have more heroes like Hercules, is so young boys can have a role model growing up and if they see a 'devious or daft' male they think that is what they should be.

Kristoff - Kristoff is a bit of an individualist, and acts as a loner. He can also be rather grumpy and selfish at times, as well as a bit lazy. But with all these flaws comes a heart of gold, as well.Kristoff is the build and structure of a typical Disney Male, so before you even see the whole film you already have a feeling that Kristoff will end up trying to save Anna at least once.

'need the help of tough guy mountain man Kristoff' - empire magazine

Hans - Cold, conniving, calculating and cruel, Hans is a devilish prince with a hunger for admiration, power, obedience and honor. Though he appears to be noble to the fullest extent, Hans is merely a master manipulator, caring nothing for anyone other than himself. Through his charm and charisma alone, he is able to fool both Anna and Elsa as well as the entire kingdom of Arendelle and its visiting royals, providing excellent proof of his dangerous power over manipulation.

'Disney also continues its trend of pulling away from perfectly plastic prince charming in favor of a more layered, interesting male lead with flaws and quirks of his own. In Frozen, just as there are two female leads, there are two male leads: one prince (Prince Hans) and one average guy (Kristoff), both of which play vital roles in the story. Hans very successfully sets himself apart from the 2D princes of old and I found Kristoff to be an improvement to Disneys gruff male lead formula. In their attempt to create a new down-to-earth male lead in the princess movies, Disney began featuring more rugged types, the opposite of the stark, clean blankness of past prince characters.'

Trailers

Disney has made many different trailers for Frozen to make it appeal to certain groups of people. For example, there is an Elsa trailer and the first trailer released for Frozen only stared a snow man and a reindeer, containing no sign of a female lead role. This then shows that Disney are trying to appeal to a variety of audiences through marketing.

Elsa Trailer for Frozen