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1

Genna, Catherine Watson, James Murphy, Martin Kaplan, Alison K. Hazelbaker, Carmela Baeza, Christina Smillie, Roberta Martinelli, Irene Marchesan, and Pamela Douglas. "Complementary Techniques to Address Tongue-Tie." Clinical Lactation 8, no. 3 (2017): 113–17. http://dx.doi.org/10.1891/2158-0782.8.3.113.

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Do parents have any alternatives to surgery for addressing tongue-tie? Our panelists agree that latch issues should be assessed first. Other modalities include physical therapy, speech therapy, chiropractic, and craniosacral therapy. In addition, infants should be assessed for other issues, such as torticollis, that may co-occur with tongue-tie. For some parents, complementary techniques may be all that they need to address tongue-tie–related issues. For other parents, surgical release will still be necessary.
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2

Berg-Drazin, Patricia. "IBCLCs and Craniosacral Therapists." Clinical Lactation 7, no. 3 (2016): 92–99. http://dx.doi.org/10.1891/2158-0782.7.3.92.

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The rate of ankyloglossia (tongue-tie) appears to be on the rise in the United States and around the world. IBCLCs working with the families of babies with tongue-tie all too often are the first ones to notice the symptoms and suggest treatment. Even after the tongue has been released, these infants continue to struggle with breastfeeding. The tongue plays an integral role in breastfeeding, but it is also crucial to other oral functions such as speech, respiration, oral hygiene, swallowing, and chewing. The tongue is connected through the extrinsic muscles to bone both above and below the oral cavity. The restriction of the tongue results in associated strains in the body. We will follow the muscular connections and origins to understand the influences in the body. Craniosacral therapy (CST) has its origin in osteopathy, which teaches that structure and function are reciprocally interrelated. When structure is compromised, function will be as well. CST is a perfect complement to help these infants’ bodies release the tensions created as well as to aid in rebalancing structurally and somatically. A case study will illuminate the tremendous impact CST can have on children suffering from tongue-tie.
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Ghaheri, Bobak A., Melissa Cole, Sarah C. Fausel, Maria Chuop, and Jess C. Mace. "Breastfeeding improvement following tongue‐tie and lip‐tie release: A prospective cohort study." Laryngoscope 127, no. 5 (September 19, 2016): 1217–23. http://dx.doi.org/10.1002/lary.26306.

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4

Dr. Karhade Seema S, Dr Karhade Seema S., Dr Adnanali Sarkar, and Dr Thombre Shalini. "Anaesthetic Management of Tongue Tie Release in a 2 Year Old Child with Peirre Robin Syndrome." Indian Journal of Applied Research 3, no. 7 (October 1, 2011): 476–77. http://dx.doi.org/10.15373/2249555x/july2013/146.

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5

Mohamad, Irfan, Lim Eng Haw, and Aifaa Abdul Manan. "Ankyloglossia release using ultrasonic scissors." Bangladesh Journal of Medical Science 16, no. 2 (March 23, 2017): 332–33. http://dx.doi.org/10.3329/bjms.v16i2.25538.

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Ankyloglossia is a condition where there is a limitation to the tongue movement due to the congenitally short frenulum. This condition eventually lead to early weaning and poor weight gain. Frenotomy, or tongue tie division can be performed by few methods. Iris scissors or scalpel traditionally has been used. In adults a muscle release may be needed to give a good muscle tension upon closing. Laser use in adult has been described. We utilized ultrasonic scissors in this case.Bangladesh Journal of Medical Science Vol.16(2) 2017 p.332-333
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6

Amir, Lisa Helen, Jennifer Patricia James, and Joanne Beatty. "Review of tongue-tie release at a tertiary maternity hospital." Journal of Paediatrics and Child Health 41, no. 5-6 (May 2005): 243–45. http://dx.doi.org/10.1111/j.1440-1754.2005.00603.x.

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7

Power, R. F., and J. F. Murphy. "Tongue-tie and frenotomy in infants with breastfeeding difficulties: achieving a balance." Archives of Disease in Childhood 100, no. 5 (November 7, 2014): 489–94. http://dx.doi.org/10.1136/archdischild-2014-306211.

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AimsCurrently there is debate on how best to manage young infants with tongue-tie who have breastfeeding problems. One of the challenges is the subjectivity of the outcome variables used to assess efficacy of tongue-tie division. This structured review documents how the argument has evolved. It proposes how best to assess, inform and manage mothers and their babies who present with tongue-tie related breastfeeding problems.MethodsDatabases were searched for relevant papers including Pubmed, Medline, and the Cochrane Library. Professionals in the field were personally contacted regarding the provision of additional data. Inclusion criteria were: infants less than 3 months old with tongue-tie and/or feeding problems. The exclusion criteria were infants with oral anomalies and neuromuscular disorders.ResultsThere is wide variation in prevalence rates reported in different series, from 0.02 to 10.7%. The most comprehensive clinical assessment is the Hazelbaker Assessment Tool for lingual frenulum function. The most recently published systematic review of the effect of tongue-tie release on breastfeeding concludes that there were a limited number of studies with quality evidence. There have been 316 infants enrolled in frenotomy RCTs across five studies. No major complications from surgical division were reported. The complications of frenotomy may be minimised with a check list before embarking on the procedure.ConclusionsGood assessment and selection are important because 50% of breastfeeding babies with ankyloglossia will not encounter any problems. We recommend 2 to 3 weeks as reasonable timing for intervention. Frenotomy appears to improve breastfeeding in infants with tongue-tie, but the placebo effect is difficult to quantify. Complications are rare, but it is important that it is carried out by a trained professional.
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8

Amir, Lisa H., Jennifer P. James, Georgie Kelso, and Anita M. Moorhead. "Accreditation of midwife lactation consultants to perform infant tongue-tie release." International Journal of Nursing Practice 17, no. 6 (November 22, 2011): 541–47. http://dx.doi.org/10.1111/j.1440-172x.2011.01969.x.

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9

Sane, Vikrant Dilip, Sudhir Pawar, Sachin Modi, Rashmi Saddiwal, Mayur Khade, and Hrishikesh Tendulkar. "Is Use of LASER Really Essential for Release of Tongue-Tie?" Journal of Craniofacial Surgery 25, no. 3 (May 2014): e279-e280. http://dx.doi.org/10.1097/scs.0000000000000666.

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10

Bhalla, Sanjana, Vikas Acharya, Munira Ally, and Ali Taghi. "Acute presentation of an intraoral dermoid cyst causing airway compromise in a young child." BMJ Case Reports 12, no. 4 (April 2019): e228421. http://dx.doi.org/10.1136/bcr-2018-228421.

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A 4-month-old boy presented with a cystic swelling at the floor of the mouth causing acute airway compromise. The only previous history of note, was a tongue tie release at 3 days old. CT scan suggested a dermoid cyst with extensive floor of mouth abscess. He had an excision of the cyst and drainage of the superimposed abscess and made a good recovery. The histology report revealed a dermoid cyst which is a rare diagnosis in a child, particularly within the oral cavity. Early treatment is required to remove these lesions especially when they cause airway compromise or swallowing difficulties. This is the first case to our knowledge which suggests tongue tie release procedures causes a predisposition to the development of dermoid cysts in the oral cavity.
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11

Solis-Pazmino, Paola, Grace S. Kim, Eddy Lincango-Naranjo, Larry Prokop, Oscar J. Ponce, and Mai Thy Truong. "Major complications after tongue-tie release: A case report and systematic review." International Journal of Pediatric Otorhinolaryngology 138 (November 2020): 110356. http://dx.doi.org/10.1016/j.ijporl.2020.110356.

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12

A Jawale, Sagar. "Tongue Tie Release Operation (Frenotomy) By Methylene Blue Dye Induced Infrared Laser Cutting." Acta Scientific Paediatrics 2, no. 7 (June 26, 2019): 26–29. http://dx.doi.org/10.31080/aspe.2019.02.0098.

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13

Baxter, Richard, Robyn Merkel-Walsh, Barbara Stark Baxter, Ashley Lashley, and Nicholas R. Rendell. "Functional Improvements of Speech, Feeding, and Sleep After Lingual Frenectomy Tongue-Tie Release: A Prospective Cohort Study." Clinical Pediatrics 59, no. 9-10 (May 28, 2020): 885–92. http://dx.doi.org/10.1177/0009922820928055.

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Recent studies suggest that speech, solid feeding, and sleep difficulties may be linked to restricted tongue function. Children with tongue restrictions and speech, feeding, and sleep issues underwent lingual frenectomies with a CO2 laser, paired with myofunctional exercises. Questionnaires were completed before, 1 week after, and 1 month following treatment. Thirty-seven patients participated in the study (mean age 4.2 years [range 13 months to 12 years]). Overall, speech improved in 89%, solid feeding improved in 83%, and sleep improved in 83% of patients as reported by parents. Fifty percent (8/16) of speech-delayed children said new words after the procedure ( P = .008), 76% (16/21) of slow eaters ate more rapidly ( P < .001), and 72% (23/32) of restless sleepers slept less restlessly ( P < .001). After tongue-tie releases paired with exercises, most children experience functional improvements in speech, feeding, and sleep. Providers should screen for oral restrictions in children and refer for treatment when functions are impaired.
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14

Baxter, Richard, and Lauren Hughes. "Speech and Feeding Improvements in Children After Posterior Tongue-Tie Release: A Case Series." International Journal of Clinical Pediatrics 7, no. 3 (2018): 29–35. http://dx.doi.org/10.14740/ijcp295w.

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15

Gopal, Rangan Madana. "AN OBSERVATIONAL STUDY OF TONGUE TIE RELEASE USING BIPOLAR DIATHERMY AT VELLORE DISTRICT IN TAMILNADU." Journal of Evolution of Medical and Dental Sciences 7, no. 52 (December 24, 2018): 5535–38. http://dx.doi.org/10.14260/jemds/2018/1225.

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16

Dixon, Bronwyn, Juliet Gray, Nikki Elliot, Brett Shand, and Adrienne Lynn. "A multifaceted programme to reduce the rate of tongue-tie release surgery in newborn infants: Observational study." International Journal of Pediatric Otorhinolaryngology 113 (October 2018): 156–63. http://dx.doi.org/10.1016/j.ijporl.2018.07.045.

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17

Saskianti, Tania, Zita Aprillia, Mega Moeharyono Puteri, Alivy Aulia Az Zahra, and Udijanto Tedjosasongko. "Lingual Frenectomy as Treatment of Ankyloglossia in Children: A case report." Indonesian Journal of Dental Medicine 1, no. 1 (July 29, 2019): 18. http://dx.doi.org/10.20473/ijdm.v1i1.2018.18-21.

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Background: Ankyloglossia or tongue tie is a congenital condition that results when the inferior lingual fraenulum is too short and attached to the tip of the tongue, limiting its normal movements. It causes restricted tongue mobility which in turn causes feeding difficulties and speech problems. Purpose : The article was aimed to report the treatment of an eight years old boy who came with the chief complaint of difficulty in moving his tongue freely which causes speech difficulties. Case Management : The patient was treated for a lingual frenectomy procedure under local anaesthesia using one haemostat method. The haemostats were used to delimit the area to be excised as well as to guide the incisions. One haemostat used to clamp the upper aspect of the fraenulum may be helpful to guide the incision close to the ventral surface of the tongue. After the release of the tongue, care must be taken not to injury the submandibular ducts when making the second incision at the lower aspect of the fraenulum. After 1 to 2 weeks the incision was completely healed. Discussion: Ankyloglossia occurs due to failure in cellular degeneration leading to longer anchorage between tongue and floor of the mouth. Surgical intervention for treating ankyloglossia includes conventional technique with hemostats, electrocautery and laser. In this case, patient was undertaken surgical intervention using one hemostat method. Conclusion: The ankyloglossia case showed that the frenectomy gave good healing with no post operative complications in 8 years old boy.
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18

Gurjar, Vivek, Minal Gurjar, Channaveer Pattanshetti, and Banashree Sankeshwari. "Lingual Frenectomy in Joubert Syndrome." Journal of Contemporary Dental Practice 18, no. 8 (2017): 728–31. http://dx.doi.org/10.5005/jp-journals-10024-2115.

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ABSTRACT Aim Our aim is to present a case of a rare disorder, such as Joubert syndrome (JS) which required oral surgical intervention under general anesthesia at a very young age to help in achieving normal developmental milestones. Background Ciliopathies are an emerging class of diseases of which JS is a significant member. There have been very few cases of JS with its distinguishing features which have been reported in recent literature. Case report We herewith present a case of JS who reported to our unit with a complaint of speech abnormality. Intraoral examination revealed a tongue-tie which was planned for surgical release. As any drugs that interfere with respiratory depression have to be used with utmost care, adequate precautions were taken in this case and the patient was treated under general anesthesia. The tongue-tie was released and associated hamartomatous outgrowths from the floor of the mouth were also excised. Appropriate postoperative care was taken and the patient was discharged. Conclusion The patient treated by us did not reveal any significant intraoperative or postoperative complications. Treatment of cases of JS required a team effort of multiple dental and medical specialists. Long-term follow-up of such patients is required so that they achieve normal chronological development. Clinical significance Joubert syndrome being a rare disorder requires special anesthetic care during any surgical procedure, especially that involving the oral cavity. The need and timing of surgical intervention in such cases should be carefully assessed and appropriate precautions should be taken. How to cite this article Gurjar V, Gurjar M, Pattanshetti C, Sankeshwari B. Lingual Frenectomy in Joubert Syndrome. J Contemp Dent Pract 2017;18(8):728-731.
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19

Mossaad, Aida M., Moustapha A. Abdelrahman, Mostafa A. Ibrahim, and Hatem H. Al Ahmady. "Surgical Management of Facial Features of Robinow Syndrome: A Case Report." Open Access Macedonian Journal of Medical Sciences 6, no. 3 (March 9, 2018): 536–39. http://dx.doi.org/10.3889/oamjms.2018.129.

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BACKGROUND: Robinow Syndrome is an extremely rare genetic disorder characterised by abnormalities in head, face and external genitalia. This disorder exists in dominant pattern with moderate symptoms and recessive pattern with more physical and skeletal abnormalities. It was first introduced by Menihard Robinow in 1969. It was related to chromosome 9q22 ROR2 gene related to bone and cartilage growth aspects.CASE PRESENTATION: A 17-year-old Egyptian male presented to National Research Centre Orodental genetics Clinic with typical features of short stature and facial dysmorphism weighted 50 Kg and measured 150 cm height complaining of facial disfigurement. There was no significant prenatal history, and family history was negative for congenital disabilities and genetic disorders. Clinical examination revealed macrocephaly and special facial features as prominent forehead, deformed ear pinna, hypertelorism, flat nasal tongue tie, deficient malar bone, bow-shaped upper and lower lips and dimpled chin. Orally the patient suffered from tonetie, gingival hypertrophy and dental malalignment. The orthopantomogram showed multiple impacted teeth. The physical examination revealed that the patient had deformed spine, short limbs with ectrodactyly, micropenis & hypospadias. Surgical management included correction of midface deficiency with zygomatic augmentation, closed rhinoplasty for the broad nose, lips muscles release and tongue tie relief. The patient is currently undergoing orthodontic treatment for his teeth.CONCLUSION: Improvement of facial features and a good psychological impact on the patient and his family.
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20

Miranda, Benjamin H., and Catherine J. Milroy. "A quick snip – A study of the impact of outpatient tongue tie release on neonatal growth and breastfeeding." Journal of Plastic, Reconstructive & Aesthetic Surgery 63, no. 9 (September 2010): e683-e685. http://dx.doi.org/10.1016/j.bjps.2010.04.003.

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21

Ghaheri, Bobak A., Douglas Lincoln, Tuyet Nhi T. Mai, and Jess C. Mace. "Objective Improvement After Frenotomy for Posterior Tongue-Tie: A Prospective Randomized Trial." Otolaryngology–Head and Neck Surgery, September 7, 2021, 019459982110397. http://dx.doi.org/10.1177/01945998211039784.

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Objective Infants with posterior tongue-tie (PTT) can have substantial difficulty with breastfeeding and bottle-feeding. This study aimed to address the dearth in investigational objective data surrounding PTT release to better quantify the postoperative impacts of frenotomy for ankyloglossia. Study Design Prospective randomized, controlled trial. Setting Private practice clinic. Methods In a prospective, randomized controlled trial, infants 3 to 16 weeks of age with PTT undergoing frenotomy were examined using a bottle-feeding system capable of objectively measuring tongue function. Validated patient-reported outcome measures were also obtained simultaneously. Results Forty-seven infants with PTT were enrolled into an observational/control arm (n = 23) or interventional/surgical treatment arm (n = 24). The total cohort consisted of 29 (61.7%) male infants with a median age of 39 days. At the day 10 time point, the interventional arm demonstrated statistically significant improvement in 11 objectively obtained feeding metrics, indicating faster tongue speed, more rhythmic and coordinated sucking motions, and a tongue more capable of adapting to varying feeding demands. Significant improvement in breastfeeding self-efficacy was reported in the interventional group while poor self-confidence persisted in the observational group. Infant reflux symptoms improved in the interventional group while not in the control group. Nipple pain also persisted in the control group but improved in the surgical cohort. Conclusions When measured 10 days after frenotomy for PTT, infants improve feeding parameters using an objective bottle-feeding system. Similar improvements are seen with patient-reported outcomes when PTT is released. Posterior tongue-tie is a valid clinical concern, and surgical release can improve infant and maternal symptoms.
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Shoukry, Mohamed. "Effectiveness of Tongue Tie Release in Neonates. Is the Feedback Essential?" Journal of Surgery 3, no. 6 (May 18, 2017). http://dx.doi.org/10.29011/2575-9760.000136.

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23

"Tongue tie release in an infant with difficult intubation: Is it safe?" Internet Journal of Anesthesiology 22, no. 1 (2009). http://dx.doi.org/10.5580/10b6.

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24

Singh, Umesh Kumar, Vamsi Krishna Uppalapati, Himanshu Kumar, Roushan Patel, and Abhijit Kumar. "Berry-Treacher Collins Syndrome With Congenital Bell’s Palsy and Unilateral Anotia: Tongue-Tie Release Under General Anesthesia." Cureus, February 9, 2021. http://dx.doi.org/10.7759/cureus.13250.

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25

Lopes de Castro Martinelli, Roberta, Reinaldo Jordão Gusmão, María Paz Moya Daza, Irene Queiroz Marchesan, and Giédre Berretin-Felix. "Profile of Scientific Production on Ankyloglossia." International Journal of Medical and Surgical Sciences, December 3, 2020, 1–13. http://dx.doi.org/10.32457/ijmss.v8i1.592.

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This work aims to describe the profile of scientific production referring to ankyloglossia. For this an investigation was carried out by searching for scientific articles indexed in the electronic databases LILACS and PUBMED. For the bibliometric review, the data referring to the year of publication, type of study and level of evidence were examined and tabulated. The data were discussed on the quantitative and representative values optics. The first results allowed to analyzic 651 published studies were analyzed. Most of the research on tongue tie found correspond to descriptive studies and case series (49.31%), followed by case reports, in vitro research, in animals and literature review (24.27%), cohort and cases and controls (11.98%), specialist opinion (11.68%), randomized clinical trials (1.54%) and systematic reviews (1.22%). Few studies addressed complications during or after lingual frenulum release surgery. In conclusion Scientific production on ankyloglossia has shown an increasing increase in the last 28 years, with studies with evidence levels 1, 2 and 3 being published, whose main focus was the performance of surgery to release the lingual frenulum.
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Downing, Leanne. "Media Synergies and the Politics of Affect in Tim Burton’s Charlie and the Chocolate Factory (2005)." M/C Journal 8, no. 6 (December 1, 2005). http://dx.doi.org/10.5204/mcj.2464.

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“What if we were to go into culture tongue-first to see how things taste?” (Jenkins 5) Released in June of 2005, Tim Burton’s Charlie and the Chocolate Factory has all the ingredients of a blockbuster success; a well known story-line, a target youth demographic, a nostalgic adult audience and a multi-million dollar synergy between media giants AOL Time Warner and transnational food corporation Nestlé. Yet, when it comes to discussing the affect-oriented components of the marketing campaign behind this film, much contemporary academic scholarship falls short of offering a substantial framework for theoretical analysis. Defined broadly as a subjective, felt experience, the notion of affect has traditionally fought an uphill battle for scholarly recognition within media studies. Against a backdrop of objective rationality and quantitative analysis, the touching, smelling and tasting components of media consumption have been systematically disregarded in favour of the audio-visual pleasures of the filmic medium. However, as the recent cross-promotional strategies underpinning Charlie and the Chocolate Factory reveal, the tactile, olfactory and gustatory components of moviegoing are often central to global media consumption practices. The synergised marketing initiatives between AOL/Time-Warner and Nestlé confectionary exemplify the significance of affect within globalised media consumption. Drawing on Roald Dahl’s 1964 children’s classic of the same name, the recent revamping of Charlie and the Chocolate Factory explicitly utilises Nestlé confectionary as a nexus between the seemingly incommensurate realms of transnational media distribution/commerce and the consuming, sentient bodies of actual movie-goers. In direct contrast to Stuart’s 1971 film Willy Wonka and the Chocolate Factory, which offered audiences an audio-visual representation of hedonistic indulgence, the Warner/Nestlé agreement effectively ensures an edible cinematic adventure, in which audiences are enticed to consume “actual” (Nestlé) Wonka bars as part of the movie experience. The following enticement from a recent Nestlé press release is explicit in this regard: “You dreamt of them in the book, you will yearn for them in the film and now you can finally taste scrumptiously sumptuous Wonka Bars” (Drew 1). In keeping with this cross-promotion, the majority of Wonka products seen in Burton’s Charlie and the Chocolate Factory have identical wrappings to the merchandise currently being promoted in retail outlets across the United States, Canada, Europe and Australasia. In thus establishing distinct syntagmatic relationships between the film’s diegisis and its “real world” marketing campaign Warner and Nestlé have ensured a form of media consumption that moves beyond ocularcentric understandings of “spectatorship” and into the uncharted realms of the emotional and the visceral. Nestlé’s use of the enigmatic character Wonka and his extraordinary confectionary provides another palpable demonstration of this politics of affect: Willy Wonka, the world’s most eminent chocolatier, has created a scrumdiddlyumptious selection of delectable treats to choose from. The enticing Wonka Bars tempt you in three tantalisingly tasty flavours: Whipple-Scrumptious Fudgemallow Delight, Nutty Crunch Surprise (the surprise is that it contains no nuts!) and Triple Dazzle Caramel (Drew 1). In terms of media affect, the implications of this phenomenon are significant. Far from being confined to the audio-visual specificities of the filmic medium, contemporary audiences are being lured into an entertainment experience that can not only be seen and heard, but also smelled, touched and tasted. These sense-oriented marketing strategies are indicative of what John Hannigan has identified as “eatertainment”, an affective synapse of consumer activity “in which the former boundaries between eating and play are collapsed and recast into something new” (93). In offering audiences an edible cinematic experience, the Nestlé -Warner cross-promotion not only ensures a potentially novel trip to the cinemas, but also a repeat purchase scenario, whereby Wonka-themed confectionary is able to be purchased several times after just one viewing of Burton’s film. The notion of eatertainment is certainly paying off for Nestlé. With a product placement deal in excess of nine million U.S. dollars, Nestlé’s Wonka confectionery range is given optimum exposure throughout the film. According to The Atlanta Journal, the preparation for this placement required Nestlé to produce and wrap over 110,000 fake chocolate bars; most of which were used in the scene in Mr Salt’s factory where hundreds of his employees are seen ripping open Wonka bars in the hope of finding a golden ticket for Mr. Salt’s infamous daughter Veruca (Bookman 8). In tandem with this placement, Nestlé UK also launched a £1.5m television advertising campaign replete with a “golden ticket” promotion, which promised several ‘lucky consumers’ the chance to win a golden ticket: Everybody has a chance of finding one of the most sought after tickets underneath their Wonka Bar wrapper, as featured in the film. The lucky golden ticket winners will be treated to a trip of a lifetime to visit a chocolate factory and Warner Bros Studios in America (Drew 1). The Nestlé/Wonka connection was forged in 1999 after Nestlé purchased Rowntree confectionary. Taking its incentive from both the novel and the subsequent 1971 film, Nestlé re-launched Rowntree’s relatively underdeveloped Wonka range and transformed it into a major brand which now has an annual income of over $121 million U.S (Jardine 8). To date, there are over two dozen products in the Wonka range and all of them manage to tie in with Roald Dahl’s earlier discourses of mischief, eccentricity and gustatory bliss. Included amongst the Wonka range are products such as Laffy Taffy, Nerds, Oompahs, and Wonka Bars, with nearly all of the existing products carrying the tag-line; “Wonka, what will he think of next?”. Discussing the evolution of the Wonka brand, Frank Arthofer, CEO of Nestlé chocolate and confections, noted that “the tag-line is intended to capture the innovation and unpredictability of the brand and further the image of Willy Wonka as an inventor” (Thompson 14). In fortifying this agenda, Nestlé also hosts a Wonka Website in which children are encouraged to play interactive Wonka games such as ‘Oompahs Outrageous Rush’ and ‘Gobstopper Gobbler”. Of course, this is not the first time that media giants have aggressively marketed food as an integral component to the cinematic experience. In 1996, Disney and McDonalds collaborated on a $US four billion cross-promotional exercise (Howard 2). Since then, McDonalds and Disney have launched numerous “McDisney” packages, many of which have included film-specific foods such as banana-flavoured sundaes and “jungle burgers” to tie in with Disney’s 1999 animated film Tarzan. However, unlike the McDonalds/Disney agreement, in which the food operates as an indexical signifier of the film (and not vice-versa), the Nestlé /Warner promotion takes the politics of affect one step further and encourages a mutually beneficial process of signification whereby the food signifies the film and the film signifies the food. It’s a scenario that blatantly ensures a form of visceral connectivity between the audience, the film and the tangible product. To this end, an analysis of the synergised marketing campaign behind Charlie and the Chocolate Factory reveals a persistent and efficient politics of affect in which the neo-liberal agendas of both Nestlé and Time-Warner are affectively absorbed into the sensual and desiring bodies of media audiences. Such initiatives signal a significant departure from traditional audio-visual marketing campaigns in as much as audiences are now being expected to literally swallow the saccharine-tinged marketing agendas of not one, but two, multinational corporations. While prevailing theoretical analysis of media consumption struggles against the traditional confines of rational objectivity, transnational media networks are productively utilising the audiences’ desire to be affectively engaged in the cinematic experience. As the cross-promotional tie-in deals behind Burton’s Charlie and the Chocolate Factory clearly reveal, the contemporary media-scape is one which deliberately lures audiences on the basis of their sensuous, emotional and subjective capacities. References Bookman, Julie. “News for Kids.” The Atlanta Journal 18 July 2005: B8. Charlie and the Chocolate Factory. Directed by Tim Burton. 2005. Dahl, Roald. Charlie and the Chocolate Factory. London: Penguin, 1964. Drew, Cathy. “The Marvellously Mouth-Watering Wonka Bars.” Nestlé UK Wonka Press Release 26 July 2005. 24 Aug. 2005 http://www.nestle.co.uk/PressOffice/MediaKit/PressReleases/ ConfectioneryNews/Mouth-wateringWonkaBars.htm>. Howard, Thomas. “Disney Alliance Shows Brute Force.” Nations Restaurant News: The Weekly Newspaper of the Food Industry 2 Dec. 1996. Jardine, Alice. “Nestlé Plans Wonka Push in the UK.” Marketing 29 Apr. 1999: 8. Jenkins, Emily. Tongue First: Adventures in Physical Culture. New York: Virago Press, 1998. Tarzan. Directed by C. Buck. 1999. Thompson, Stephanie. “Nestlé Works to Build Wonka Brand.” Advertising Age 15 Nov. 1999: 14. Willy Wonka and the Chocolate Factory. Directed by M. Stuart. 1971. Wonka Website. http://www.wonka.com>. Citation reference for this article MLA Style Downing, Leanne. "Media Synergies and the Politics of Affect in Tim Burton’s Charlie and the Chocolate Factory (2005)." M/C Journal 8.6 (2005). echo date('d M. Y'); ?> <http://journal.media-culture.org.au/0512/11-downing.php>. APA Style Downing, L. (Dec. 2005) "Media Synergies and the Politics of Affect in Tim Burton’s Charlie and the Chocolate Factory (2005)," M/C Journal, 8(6). Retrieved echo date('d M. Y'); ?> from <http://journal.media-culture.org.au/0512/11-downing.php>.
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