Monday 25 February 2019
LEGO AD BREAK QUESTION
9 Analyse the representations found in the UK television ad break for The Lego Movie. [10]
A range of different representations are found in The Lego Movie Ad Break showing a wide variety of different stereotypical characters, for example from thugs to teenagers to the very 'normal' people, a variety of people are found making the ad break widely entertaining and relatable as it shows everyday characters, and even some famous characters, to be depicted as a nostalgic childhood character. This helps identify the target audience, despite how many of the adverts are for older people for example Insurance companies like confused.com, and medical organisations like The British Heart Foundation, they bring a comical edge and childish play on their companies/organisations message, making it memorable while advertising a new movie.
The Lego Movie Ad Break also depicts different characters within the movie which crossplay into the adverts, for example Emmet a 'nobody' who goes on to do amazing things, and WyldStyle a fierce, empowering woman who has clear strength as a woman. These are not traditional characters for expected genders, as Wyldstyle is undermined being a young woman, but always pulls through as she is so persistent and fierce, and Emmet proves to not be such a masculine figure, yet still pulls through in the ending. The ad has some sense to real-life to it, but for the most part, it is comical and a play on real life.
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Mark 9 out of 10
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, although children would also relate to the Lego figures.
2. You notice Emmet as the traditional stereotypical male representation in the advert and draw attention to him represented as anti-stereotype wimpish male.
3. The ad break resulted in a 5% uplift in box office revenue, so its success with adult audiences was evident.
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.