Audience HW
- Why is genre hybridity used in the advertising campaign?
to attract all different audiences. For example, the comedy genre will attract younger audiences but the action and adventure genre will attract an older audience.
2. How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences?
A younger passive target audience may have a preferred reading of the poster campaign as the main poster is full of action and shows subtle violence. As young audiences are far more influenced this may have an effect on a society where they could start acting as the characters do in the lego movie.
An older target audience who grew up playing with Lego blocks would be very nostalgic and instantly fall in love with the varied different characters shown throughout the posters and video campaign. They would watch the Lego movie as a source of escapism and diversion from their everyday problems. seeing something that brings back lots of memories as a child will allow the older audience to fall in love with the film, even if they don't enjoy the plot too much.
- Peak time on ITV
as a result of this method, more people will be aware of the lego movie, even if they have not used lego toys before. This will attract a wider audience as it is not only lego users that are able to see this advertisement, increasing their chances of box office sales.
2. Products involved in their ads being made of Lego: British heart foundation, Confused.com, BT and Premier Inn.
This will make the older audience feel nostalgia as they used to play with Lego figures and get to see them on tv as they used to have in real life. This will make more adults want to watch the film with their children and make it more successful. The fact that these companies are prepared to put their name on the Lego Movie suggests that it is a very trustworthy product that will attract lots of people
3. Website - Trailers, Short films, Enabled fans to make Lego versions of themselves
The teaser trailer for the lego movie allows the fans to build up their excitement about the Lego movie and makes them wait for a longer amount of time so that the fans go and watch it as soon as it is released. This makes the initial box office sales higher and increases the success of the film.
Entertainment/diversion - the narrative of the film is entertaining - we are thrust into a fantasy world and follow a regular character just like us (emmet) who takes on a challenge - to stop lord business.
Personal Identification - audiences may identify with a range of characters in the film, but especially with Emmet, who else presents the ‘normal’, everyday member of society who can make an incredible difference to the world they live in
Social interaction - film texts can offer audiences the chance to forge and maintain personal relationships. The Lego movie is no different - especially in the way the themes and content of the film bring together young and older audiences in a shared interest for Lego
Surveillance - the Lego movie may offer children information about the world, such as the message that each individual can make a difference to society and the people around them
Explain at least two uses and gratifications of film posters, using Bumbler and Katz's theory. Refer to The Lego Movie poster campaign to support your answer (10)
The lego movie uses escapism in its film posters. Through the use of Vitruvius's poster, the audience can see a fantasy world which is much different to the world we live in. This allows the audience to escape from their everyday problems. In the main poster, the characters are seen to be running in a Lego world, much different to the real world, emphasising the use of escapism as the audience can not only escape from their problems, but also from the whole world they live in.
The lego movie uses personal identification in the posters as well. Audiences may identify with a range of characters in the film, but especially with Emmet, who else presents the ‘normal’, everyday member of society who can make an incredible difference to the world they live in. Emmet is wearing a builders outfit and is not portrayed as a typical hero but instead, an ordinary person. Therefore, reaching a mass audience as they can relate to Emmet more.
The lego movie also uses personal identification in the Wildstyle poster. She is portrayed as a strong, independent female shown through her brave facial expression and bold choice of clothing. This would provide personal identity to young females as they would feel superior and that they are stronger than they think.
A good blog post here, with lots of good responses!
ReplyDeleteRead over this question and your response: Products involved in their ads being made of Lego: British heart foundation, Confused.com, BT and Premier Inn.
You've written that it's to do with nostalgia, however it's more to do with the fact that these highly regarded companies were prepared to put their money/name to 'The Lego Movie' and by having high exposure within the TV advert, persuades audiences to use their service (BT for example).
Go back to this and improve it using my help.
Explain at least two uses and gratifications of film posters, using Bumbler and Katz's theory. Refer to The Lego Movie poster campaign to support your answer (10)
This is a really EXCELLENT response Aden. 10/10! Very well done!!
Miss C