The original adverts from this advert break were not made in mind with the idea of lego, however Warner Bros decided to convert them to lego so as to advertise for their upcoming movie: the Lego Movie.
Although all of the brands being advertised are more for an adult audience, they are made family friendly through the use of very bright colours and the association that lego has with children - this encourages many ages to watch the movie as it is by a well-known universal brand which is embracing a child-friendly nature. All ages are also encouraged to watch it because adults grew up using lego and want a flashback of their childhood and children are currently obsessed with the brand created in 1932.
The lego movie advert break also encourages people to watch it through the humour it promises. It is humorous because it personifies lego bricks as human characters carrying out human activities in a lego world - which is essentially just like the movie. It takes serious moments, such as a PSA from the British heart society telling about what to do when someone is having a heart attack, and makes light of the situation. This shows it has aspects of real life promotes the lego movie in a way that suggests it has serious situations but is also going to be fun. The advert break also uses well-known brands such as Premier Inn and Confused.com to promise that the movie is high-quality - these brands wouldn't have wanted their adverts to be made out of lego unless the movie was going to be amazing. This would encourage people seeing the lego movie advert break to watch the actually movie.
Emmett is used as a good model for the younger audience. He has a simple yet vulnerable personality, however he isn't the typical masculine figure often presented today. Although he is presented at first as just a normal person trying to fit in, he ends up saving the day. Young children will understand from him, that no matter what you're like or how you speak or what opinions you have, you are still special in some way. As this is a message many parents try and give to their children, adults will encourage their children to watch the movie.
Contrastingly, the female Wyldstyle is strong and heroic, embracing the strong power of feminism. She challenges female stereotypes through many moments in the movie, for example building a motorbike and riding it across the lego city. She empowers female audiences as she is the one being a hero, rather than typically a male. This makes the movie also suitable for females.
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ReplyDeleteMark 10 out of 10 You are to be congratulated for keeping on time with prep despite a very busy fortnight with significant role in the school play.
ReplyDelete1. Use the 5% revenue increase figure in the answer as evidence that the representations were successful.
2. Identify the target audience as adult. The movie itself was targeted at a family audience; the ad break at an adult audience who would buy such products. You identify the appeal of the ad break to adults as primarily humour: it is witty and clever. You understand this.
Responses should analyse representations found in the UK television ad break such as:
A broad range of representations are found in The Lego Movie ad break to appeal to an older audience that one would expect for The Lego Movie. BT, Premier Inn, CPR, and Confused.com are all shown during the ad break and are trusted brands that represent reliability and quality.
Real life is represented as the norm through the content of the ad break which includes holidays, domestic home life, health and insurance.
Humour is represented through the advertisement of well-known brands using famous actors, including Vinny Jones and Lenny Henry. These are copies of real television adverts and would appeal to a wider audience. The use of the Lego figure is humorous and would appeal to a wide audience.
The advert for the movie itself represents Emmet as the hero, conforming to traditional dominant male stereotypes.
This is challenged however when Emmet says the line ‘I want to go home’ which reveals his feelings of inadequacy and fear, challenging traditional male stereotypes of strength and fearlessness.
Wyldstyle is represented as a strong dominant female which could be considered as challenging expected representations of women.