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.
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| The Lego Movie ad break |
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| British Heart Foundation |
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| Confused.com |
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| The British Heart Foundation |
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| BT |
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| Premier Inn |
Then watch The Lego Movie ad break itself, then answer the exam question below on your blog.
9 Analyse the representations found in the UK television ad break for The Lego Movie. [10]
To help you:
1. Identify the range of different representations.
2. Decide whether these are trusted brands.
3. Identify the target age group for these brands.
4. What aspects of 'real life' are represented?
5. How is humour used in the representations?
6. How is Emmet himself represented: in a traditional way as a masculine stereotype? Not entirely?
7. Is the representation of Wyldstyle a challenge to stereotypical representations of women?
To help you:
1. Identify the range of different representations.
2. Decide whether these are trusted brands.
3. Identify the target age group for these brands.
4. What aspects of 'real life' are represented?
5. How is humour used in the representations?
6. How is Emmet himself represented: in a traditional way as a masculine stereotype? Not entirely?
7. Is the representation of Wyldstyle a challenge to stereotypical representations of women?
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| A conglomerate like Warner Bros uses VERTICAL INTEGRATION to market movies across a range of platforms, including video games, posters, merchandise, theme parks, adverts and so on. The success of this method is evident above. |
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| The ad break added 5% to the movie's opening weekend revenue |
Responses should analyse representations found in the UK television ad break such as:
ReplyDelete 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.