The Lego Movie ad break was very successful and ended brining 5% incremental revenue. This shows how successful the ad was. The advert copied adverts such as 'Confuesd.com' and 'BT' and converted it to Lego. Even though the advert itself would not engage children the fact it was made of Lego would engage and the parents would most likely be engaged and amused as not only are they're watching a reformed advert that they have interest towards it will also remind them of a time when they use to play with Lego. Even though the children may not understand the importance of car insurance they will enjoy the animation.
The ad break makes moments such as CPR in the BHF advert lighter hearted and more boring adverts such as Confused.com more engaging by the use of brighter colours and Lego effects when the machine speeds off towards the end.
Between the adverts it has little clips of the Lego Move film in-between similar to subliminal messages. Towards the end where it actually advertises the movie itself it shows many bright colours and explosives to engage the audience. They also use voices such as 'Chris Pratt' and 'Morgan Freeman' to appeal to the older audiences giving more of a reason to watch because of an actor they may enjoy to watch.
In conclusion it was very effective and ended up being the 'highest grossing film of the year' in the UK.
Mark 5 out of 10
ReplyDelete1. Use the 5% figure later in the answer as evidence that the representations were successful. Start with the actual representations (as that is the question).
2. You are correct to identify the target audience as adult and there is no need to refer to children. 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. You understand this.
3. 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.