Please watch this presentation. It explains one of the ways in which the conglomerate Warner Bros marketed its product, The Lego Movie, by creating an ad break. The ad break is one of your required texts set by the exam board.
Warner Bros created ad breaks by changing original adverts that have already been made and they have legofied them to shows the same ad with Lego characters and Lego parts. The 4 advertisements were done for quite well known big brands such as , Confused.com, British Heart Foundation, BT and Premier Inn. This means that the adverts are likely to be seen by a large number of audience and are trusted brands, they will be able to connect the two and see how good the adverts look in Lego and inspire them to see the Lego movie. The advertise will be targeted to a large range of age groups, as young children will enjoy them and adults will enjoy them and find them funny , this is good as they will be the consumer of the product. The adverts also show everyday life and home life including health insurance this makes it relatable for the viewer.
At the end of each ad there is an advert for the Lego Movie itself, this reinforces the idea of it being about Lego and to remind the viewer that its not all about the advert being shown but also about Lego and to try and catch the viewers attention so they want to see the Lego Movie as well.
In the advert for the Lego Movie itself Emmit is portrayed as the main character who is a stereotype male role but there is also a show of Wild Style who is shown as a strong independent women, this could appeal to lots of people especially young girls who aspire to be that way.
Mark 6 out of 10
ReplyDelete1. The principal target audience is adults who recognise the well-known brands of adult products and enjoy the humour of the parodies, although I agree that children would relate to the Lego figures.
2. You notice Emmet as the traditional stereotypical male representation in the advert but fail to draw attention to him represented as anti-stereotype wimpish male.
3. Write a bit more on representations.
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.