Lego Audience H/W

G = H/W Answers

1.Why is genre hybridity used in the advertising campaign? To apply a wide variety of audiences to the Lego Movie, in this case the genres within this are sci-fi, comedy, romance, adventure and action

2.How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences? The target audience may interpret the advertising campaign in a variety of ways such as because of Lenny Henry being shown within the advertisement they may take it as a slightly comedic thing as Lenny Henry is a bit joke around E.G within the lego advertisement he always has a funny smile on him to make it comedic.

Use the answers below to help you, or think of your own responses

A younger passive target audience my 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 society due to the semi violet intake the can be seen within the main poster, this then could potentially sway a parent to not approve of the movie, however if you look closer you can see its all not violent as Emmet has a joke laugh and if you look within the character posters it is much friendlier.

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 post and video campaign. The Uses and Gratification theory would apply to this due to Lego being such an nostalgic impact in their childhoods. This would encourage them to watch the movie.

Evaluate (2nd part)

1. Peak time on iTV -  this allows people of all ages and all audiences to be able to watch the Lego Movie advertisement section. This would also be maximum amount of viewers.

2. First ever whole commercial ad break made out of Lego for other products - This is a unique first and would direct to a lot of other audiences as this would be the first ever time an advert was made out of Lego especially considering the brands are so big.

3.  3. Happened during Dancing on Ice at 7:27pm on Sunday 9th February. - Because this happened when a major show was on, there would have been millions watching Dancing on ice who saw this ad break suggesting a huge availability in audience.

Legomovie trailers language

LEGO Movie advertising and marketing exam Questions

To what extent does prop's character theory fit the LEGO Movie poster campaign (5)

Within the lego movie posters we see that Emmet using prop theory is stereotypically the hero of the story, however we can clearly see within both posters that emmet is panicked and scared showing a counter stereotype of the Hero Role. This causes the prop theory to not be very accurate in this case, however later in the story this changes.We also see that Emmet is stereotypically a man and the hero and not a woman which follows the typical stereotype of a hero. Lord Business is seen through the prop theory as the villain of the movie, this is clearly true as within the movie poster we can see that Lord Business has an evil grin on his face to suggest to the viewer that he is evil and up to something. This clearly follows the prop theory as we know his goal is only evil and nothing more.

Analyse how genre codes have been used in the lego movie poster campaign to appeal to a family audience (10)

Within the Main poster for The Lego movie we can see a clear representation of 2 genres, Comedy and Action. Within the poster we see the characters running away from Lord Business and an explosion, this links to the action part of the genre however we also see that they have very over expressed facial expressions which suggests to us that its also a comedy. This allows children to watch the movie as it shows a lot of funny jokes and scenes but as well as that allows parents to enjoy it as well due to the action within the actual movie poster to give us an insight onto what will be in the film. There are also other action characters from different movies which cause the movie to be a nostalgic trip for parents which also allows the movie to appeal to a family audience.

The Lego movie poster of emmet shows a very shocked facial expression but due to the style of the movie being lego makes it funny. This directly targets younger children who would find this funny and allow it to appeal to a family audience. The facial expression of emmet also suggests to us that some kind of event must have happened in the movie to cause him to panic. This leads on to the movie having applicable aspects of an action film.

The Lego Movie poster of Vitruvius shows to the viewer a man with glowing eyes, this suggests immediately some kind of magical fiction power that allows the movie to be a lot more kid friendly as magic is often used in lower PEGI movies This is child friendly and attracts a larger audience as well as shows the genre to be family friendly as there can be clearly seen comedy within this.

LEGO movie posters (Media Language)

Lego extract summary

The extract given goes into detail about how The lego movie itself can be suggested as an advertisement for LEGO rather than an actual movie. This is due to how many intertextual references are given within the movie and no real storyline to follow. The Lego company as well used this movie sole to sell more products of new and unique characters. Doing this then showed how you can build your own story and make a real life movie by yourself, hence the creation of mini stop motion movies.

Mock Exam Reflect & Perfect

Q3 : How far does the extract create a sense of fair vs unfair?

·      Unfair =
Nathan vs. Jake vs. Ryan.
Issues surrounding the vulnerability of Nathan and the position of power that Ryan holds (clip suggest he abuses his power) in society
Theoretical framework

·      Unfair =
DI Felix Kane vs. Sian Quirk (Mother)
DI Kane being quite insensitive to Mrs Quirk. He stands over her and through his dialogue isn’t very empathetic towards her.
Theoretical framework

·      Fair =
Providing Nathan with the help and support the he needs. Wheelchair could also imply that the NHS have supported him
Theoretical framework

      Q4: 

       Fair =
Jake trying to be sensitive and caring towards Nathan. Which also shows that the Police aren't as evil and horrible as they are stereotypically shown to be.
Theoretical framework

      Q5 :      BBC now distribute their services on their website/via BBC IPlayer a diversification off BBC a more exposure to different programmes, appeals to a wider mass audience

·      BBC IPlayer app a diversification a appeals to the younger audience who are more in tune with smart phones/tablets etc.

Other points could include

BBC providing viewers the chance to ‘catch up’ via On Demand services

Q6 : Rajah Is who collects the audience data for radio in the UK

Q7 : An example of a camera shot type can be a pan or tilt as we see that it shows a level of symbolism to equality. For example Within little mix's 'Black magic' there are mid shots which are eye level with the viewer to show equality. 

Q10 : 

   . The Genre Of Top of the pops is mainly pop

   . The Genre Of MOJO's magazine however is classic rock 

·      Shot type – Mid shot of McCartney, wearing a suit to reflect his importance

·      Colour scheme – Colour scheme is conventional to classic rock. Red, white and black. Connotations may be discussed.

·      Facial expression - McCartney’s facial expression has a slight smirk to it, but isn’t overtly expressive. Clear link to the genre

·      Composition – Organised/well structured/clear layout

·      Cover lines – Unconventional to the classic rock genre as there are a range of different artists such as Bob Marley, Imedla May, Sheryl Crow etc, however the fact that they are music related is conventional

·      Langauge – Formal, which not only appeals to the target audience but is conventional to the classic rock genre

·      Masthead – Paul McCartney’s head is obstructing the masthead, which suggests that he has more dominance/the brand is well established by the readers.

·      Typography –  MOJO Magazine uses block capitals and a sans-serif which gives formality the front cover

Extract 2

·      Shot type – main image is a mid shot, to show the band’s laid back poses and outfits.  Other shot types on the magazine range between close ups and mid-shots. The close ups emphasise their facial expressions and anchor the text.

·      Colour scheme – colour scheme is conventional to pop music and the target audience of the magazine. Bright colours such as pink, blue and green.

Students may wish to analyse specific colours in relation to genre for example: Pink connotes love and this reflects the passion that the target audience have for the music/artists, but also the articles that are explored within the magazine.

·      Facial expression – The facial expressions of 5 Seconds of Summer are cheeky and smiley. This links to the genre because Pop music is all about having fun.

·      Composition – The composition of the front cover is very busy and cluttered. Clear link to pop.

·      Cover lines – use of relevant music-related cover links which is a convention of magazines and indeed pop

·      Langauge – Very informal to target the audience. Use of slang “lads”, “lolz” etc. Use of rhetorical questions, alliteration, rule of three etc.

·      Masthead – Conventionally positioned at the top of the magazine and is the biggest font size.