The Lego Movie ad break uses a range of trusted brands to
promote the Lego movie to the viewers. By using a trusted brand the viewers
gain a trust for the Lego Movie and will want to watch it if they are supported
by a trusted brand. The target age for these brands are much older than the
Lego Movies target age. By using brands with a higher target age it could
increase the range of people who watch the Lego Movie. Real life is represented
fully in Lego, this creates a comedic theme to the ad break to remove the
boring tone most ad breaks have to them.
This humour removes the tedious tone to the ad break and makes the
viewer want to watch the ad break which promotes the Lego movie further. Emmet
is represented as the opposite to the male stereotype. He does not act
masculine however acts as a normal, everyday person. This would appeal to many
people because they are able to see someone like themselves become a hero.
Wyldstyle is represented as a powerful woman who defeats the stereotype of
women. She acts the opposite of emmet and plays the superhero. This would
appeal to a female audience because they would be able to see a powerful women
which is very unusual in movies.
Mark 6 out of 10
ReplyDelete1. How is 'real life' depicted? How is the comedy created? What does Emmett say that shows that he is not a typical masculine stereotype? To get more marks for a 10 mark question, you need more detail.
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.