Analyse the representations found in the UK television ad break for The Lego Movie. [10]
There are a lot of different representations that are found in the Lego Movie ad break. Warner Bros have taken these commercials from famous companys such as BT, Premier Inn, CPR, and Confused.com, and have turned them into Lego animations in order to promote their movie. This is to mostly appeal to the older audience for these are trusted brands that many people might use anyway, and so changing them into Lego allows them to be more noticeable and remember able for the audience.
There is also a lot of humour representation throughout these ad breaks. There is not much direct humour used but through the representation of Lego instead of real life this brings around natural humour, that would appeal to a wide audience. This is boosted by the use of famous actors such as Vinny Jones and Lenny Henry.
The actual adverts for the movie appear to be conforming against the use of stereotypical gender representations. The character Wyldstyle is presented as strong and independent breaking the stereotypical norms for gender roles. This is further emphasised through the way the hero Emmet is portrayed. In comparison to Wyldstyle, despite being the hero, Emmet is represented as very timid and weak, being the opposite of male stereotypes, which is strength and bravery.
