The ad break also uses humour, represented by how these famous adverts have been changed and replaced with Lego characters. The BHF advert is particularly humorous by using Vinny Jones, who is often portrayed a 'tough-guy', to teach people about CPR.
Real life is presented by the normality of the content in the ad break, showing everyday things such as domestic life, insurance and health. These representations would appeal to a wide audience and encourage more people to see the film.
At the end of the ad break there is a trailer for the Lego Movie itself, which would be the most likely to incite the audience to see the film. Representations are also made in the trailer, both stereotypical and non-stereotypical. Emmet is to an extent presented in line with the stereotypical strong male character. However, this stereotype is largely challenged as Emmet acts quite frightened in most of the trailer and does not seem like much of a macho hero. The character of Wyldstyle also challenges the stereotypical female character and is instead presented as strong, fierce and independent. These anti-stereotypical representations would interest a large audience to see the film, especially a young one.
Mark 9 out of 10
ReplyDelete1. The principal target audience is adults who recognise the well-known brands of adult products and enjoy the humour of the parodies, although I agree that children would 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 demonstarbale
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.