We study the poster campaign and identify the different ways in which the ensemble poster and all the individual posters target specific audiences
- promise of action / adventure pleasures through the depiction of chase, thrill, danger
- bright primary colours which are upbeat and which appeal to children
- the recognisable Lego brand, a prestige brand loved the world over by adults and children alike
- the 3D effect of the Lego logo
- the humour of 'Assembling'
- the appeal of Emmet the underdog, the unstereotypical hero to children as the 'nobody who saved everybody'
- each individual poster makes a specific appeal by identifying the famous actors voicing characters such as Elizabeth Banks as Wyldstyle, Chris Pratt as Emmet, Morgan Freeman as Vitruvius, Will Ferrell as Lord Business.
- Who are the 4 companies involved?
- What were the financial benefits of Warner making the ad break?
- Who was its target audience?
- Is the tone warm, friendly and humorous?
- How does the ad break use famous names?
- The ad break is built entirely of Lego. How does this theme link to the Lego Movie?
- How does Warner use vertical integration in its marketing?
We view part of the Lego Movie Video Game walk-through and identify what pleasures it offers audiences using Blumler and Katz's theoretical framework: audiences use media to gratify their needs.
PREP Watch the ad break again and write up a post that explains how the ad break works. What is its purpose? How does it appeal to audiences? Was it successful?
