Audience

The products target:

1. Children who play with lego

2. Adults who play with lego when they were younger

3. families

4. young adults cinema goers

5. both genders

Gender

Race

Age

Class

Ethnicities

Examples:

1. The Lego Movie advertising campaign would attract young children aged between 5-10 of all ethnicities who play with Lego because of the bright colours, young childish humour and the use of imagination. Young children would identify the different characters and the use of different coloured Lego characters such as Vitruvius and Lenny Henry encourages different ethnicities and races.

2. Adults who played with lego when they were younger are targeted through the advertising campaign. These adults would be typically aged between 40-60 years old and are both genders. The campaign targets this audience through the character Benny, who as the first ever original lego figure who features in the main poster campaign. This provides nostalgia as adults would have played with this figure

4. The lego movie targets young adult cinema goers through the advertising campaign. This is because the lego movie posters feature various famous actors such as Chris Pratt and Morgan Freeman. This targets various ages as Morgan Freeman is is the eldest and Chris Pratt is a younger actor, who attracts the attention of young cinema goers even if they don't like the lego movie.

5. The poster and trailer would stereotypically appeal to females both young and old of all ethnicities, because of the characters of Wyldstyle and Unikitty, and the love story running through the film. Wyldstyle for example challenges the female stereotype through the use of her costume and facial expression, which is empowering for females.

1. British Heart Foundation, Confused.com, BT and Premier Inn all paid for the production costs of their adverts themselves. What does this tell you about their desire to work with the Lego Movie brand?

This tells us that the lego movie is a highly recognisable and well known brand that people love. This will increase the sales for the company as the lego movie targets a wide audience.

2. The adverts all have a friendly, warm and humorous tone to them. Why is important when you consider the audience The Lego Movie is trying to target?

It reflects the lego brand image itself as its main target audience are younger children so they don't want it to be too mature.

3. The ad break features voiceovers from familiar names such as Vinny Jones and Lenny Henry. How might this appeal to audiences?

This may appeal to an older target audience as they would identify with the voices as they are quite distinctive. Lenny Henry is the representation for Premier Inn and they would see the similarities between the lego advert and the real advert.

4. According to YouGov (which measures audiene data), more than 6 million people saw the ad break. Why is this positive for both The Lego Movie and the featured brands?

Because a majority of their target audience will see the trailer (different ages, ethnicities, genders, races and classes) and then will want to either buy their product or watch the movie.