The Lego movie ad break incorporates many well known companies who aim to further their promotion of their company or product. The use of well known advertisements/ trusted brands appeals to a wide audience, particularly older audiences who will use companies like BT and premier inn. This will increase the amount of people who use the companies and will therefore increase revenue (5% uplift). The trusted brands represent reliability and equality and is what makes them trusted brands and more appealing as remakes with lego. Another representation through ad breaks is humour, this is shown through the use of the lego figures, as it is replicating real adverts and could have an element of humour to many adults and even recognisable to younger people. At the end of the advert the lego movie itself is shown, this would entice many people, especially younger people to watch the film. Emmet is represented challenges the male stereotype and demonstrates fear whereas Wyldstyle is presented as a strong woman and very dominant. This contrasts completely to Emmet's character and coincides with the very feminist society today; which would therefore, appeal to a wide audience.
Mark 9 out of 10. Very sound. Mention Lenny Henry and Vinny Jones by name; identify exactly the way in which Emmet challenges male stereotypes.
ReplyDelete1. You understand how the representations function as recognizable and 'relatable' for the ad break's audience. You identify the principal target audience as adults who recognise the well-known brands of adult products and enjoy the humour of the parodies, and acknowledge that children would also relate to the Lego figures.
2. You notice how Wyldstyle represents an untypical female figure.
3. The ad break resulted in a 5% uplift in box office revenue, so its success with adult audiences was evident.
The exam board says:
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.