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.
There are a lot of different representations that can be found in the Lego movie ad break. Warner Bros have taken these commercials from famous company's such as BT, Premier Inn, CPR, and Confused.com, and have turned them into Lego animations in order to promote their movie. This mainly appeals to adults because they will recognise the well-known adult products and enjoy the parodies however children would also enjoy these and find them funny. There is also a lot of humour representation throughout these ad breaks. There is not much direct humour used but through the representation of Lego instead of real life this brings around natural humour, that would appeal to a wide audience (both the younger and older generation).
The ad break also uses well-known brands which, again, appeals to a wider 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 which will increase the views. Real life is also represented as normal through the ad breaks as it includes ads about holidays and health insurance.
Mark 6out of 10. Note spelling 'company's' should be 'companies'
ReplyDelete1. You write fluently about the principal target audience as 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. Where your answer is lacking is that it does not go into any detail about the representations. You should identify Emmet as the traditional stereotypical male representation in the advert and draw attention to him represented as anti-stereotype wimpish male. You should comment on Wyldstyle as well as refer to Lenny Henry (BT ad) and Vinnie Jones the hard man (British Heart Foundation)
Exam board comments:
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.