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.
The LEGO Movie ad break shown on ITV is a clever way of incorprating a large scale advertisement into an ad break of a programme. The ads are the same in the LEGO movie ad break as they are if they weren't 'LEGOified'. The ads have been redone in the style of concurrent LEGO figurines and are representative of the character they are playing in the original ad. Four ads were reanimated in the LEGO style: Confused.com, BHF, BT and Premier Inn. These are all well known advertisements, and due to the fact that they are done in LEGO form, the audience would be able to connote the adverts have been done to advertise the LEGO movie.
The LEGO movie ad break has redone the specific ads 1:1 for example, in the Confused.com advert, the robot has been redone in the form of LEGO, using well known bricks that LEGO fanatics would recognises.
The end of the ad break there is an advert for the LEGO movie itself. This is probably used in order to reinforce the audiences preconceptions that the ad break is dedicated to the LEGO movie. This advert could've been used to grab the attentions of the younger audience, to whom the film is targeted at. The LEGO figures that have been used in the ad are from well known sets, so even to the casual LEGO builder, they will recognise the 2x2 red bricks and some of the characters from other movies and sets. This will entice the audience and encourage them to watch the film.
Mark 6 out of 10
ReplyDelete1. Use the term 'trusted brands'. Mention the 5% uplift in revenue that resulted from the success of the ad break.
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. The appeal of the ad break to adults is primarily humour: it is witty and clever.
3. "able to connote the adverts have been done" isn't correctly expressed: use 'connote' to construct the meaning of 'suggest' as in 'the representation of Emmett connotes an everyman figure'.
4. What you haven't done is answered the question asked: analyse the representations. That means writing about the people in the ads, the places etc. Look at the very first guidance question that I wrote for you on the class blog.
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.