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.
Mark 8 out of 10
ReplyDelete1. You note that the principal target audience is adults who recognise the well-known brands of adult products and enjoy the humour of the parodies, although children would also enjoy and relate to the Lego figures.
2. You notice Emmet as the anti-stereotype wimpish male and Wyldstyle as the strong woman.
3. Your expression should not be ""conforming against the use of stereotypical gender representations" but instead " flouting stereotypes" or " presenting anti-stereotypes"
4. The term is "memorable" not "remember able"
Responses should analyse representations found in the UK television ad break such as:
A broad range of representations are found in The Lego Movie ad break to appeal to an older audience that one would expect for The Lego Movie. BT, Premier Inn, CPR, and Confused.com are all shown during the ad break and are trusted brands that represent reliability and quality.
Real life is represented as the norm through the content of the ad break which includes holidays, domestic home life, health and insurance.
Humour is represented through the advertisement of well-known brands using famous actors, including Vinny Jones and Lenny Henry. These are copies of real television adverts and would appeal to a wider audience. The use of the Lego figure is humorous and would appeal to a wide audience.
The advert for the movie itself represents Emmet as the hero, conforming to traditional dominant male stereotypes.
This is challenged however when Emmet says the line ‘I want to go home’ which reveals his feelings of inadequacy and fear, challenging traditional male stereotypes of strength and fearlessness.
Wyldstyle is represented as a strong dominant female which could be considered as challenging expected representations of women.