Analyse the representations found in the UK television ad break for The Lego Movie. [10]
Warner bros converted very famous and identifiable adverts into lego 'parodies' to advertise their upcoming movie and reach a mainstream audience.
All of the adverts and brands portrayed in the ad break are mostly only relevant to adults, but they are all family friendly. This advertising not only appeals to the parents, who quickly recognise the adverts, it also portrays the lego movie in a safe, family friendly environment. This can be seen through the brands advertised. For example, the British Heart Foundation. The BHF has a very good reputation and is immediately thought of in a positive manor. Also, the premier inn adverts are very iconic and loved by many adults across the country. This use of advertising associates the Lego movie with the good reputation of these very famous ad's.
The Lego movie ad break targets an older more mature audience. Whilst children, the target audience for the film itself, will recognise the Lego portrayal, only the parents will recognise the humour involved and identify the adverts the ad break is based off. This is important for many reasons as it portrays the movie in a good light and if the parents are convinced, then they will happily take their children to go and watch the movie in cinemas.
The real world is presented in the Lego movie ad break, through the universal image of lego to connote humour. The companies that recreated their adverts in Lego format recreated their most iconic and famous adverts in order to not only promote the movie, but to associate themselves with the brand. For example, the BT advert already incorporated humour as a way of promoting their brand and this is only reinforced buy the Lego recreation. This element of humour is brought purely because of the Lego movies reputation as the Lego format connotes humour for a wide range of audiences. Through this, the Lego movie associates itself with iconic adverts to promote the movie and the brands associate themselves with the Lego movie to incorporate humour into their adverts, which in turn promotes the brand itself.
Mark 9 out of 10 Very good but not enough specific comment on the representations of Emmet and Wyldstyle
ReplyDelete1. The most important part of the answer -the representations - needs to be more specific and detailed.
2. Initially, Emmett 'wants to go home' therefore is not represented as a stereotypical strong male.
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.