Audience

 13/02/24

Audience 

• childen
• adults who played with them as a child for nostalgia
• families to bond with their kids
• young adult  cinema goers
• both genders 

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. 

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

2. The lego movie campaign would attract adults who played with lego as a child as it adds a sense of nostalgia to their childhood. This is represented through the main movie poster and trailer as they include benny who was the first lego figure created so as a result adults could relate and remember this from their childhood. Benny is presented with a scratch on this helmet this was homage to.

4. The lego movie campaign would attract young adults who are cinema goers as they are interested in a wide range of movies the use of genre hybridity within this movie allows them to enjoy fantasy, sci-fi, romcom and more all in one movie. Cinema goers would also be interested to watch the movie due t the well known voice actors such as will Ferrell.

PERSONAL IDENTITY: Wlydstyle (her appearance, her strong personality, “He would rather die!”  female power, counter-type to representation of females) Vitruvius (people who have a visual impairment/disability might identify with him) counter-typeEmmet (‘odd one out’, working class average ‘joe’, cowardly, scared role model for those who feel the same in society “story of a nobody who saves everybody”)

INFORMATION: BHF advert teaches audiences how to administer CPR properly and safely. Confused.com   provides deals on car insurance Date of release, 3D, voice overs

ESCAPISM/ENTERTAINMENT: Main Lego section chaotic nature of the segment causes diversion and therefore provides escapism/entertainment The Ad break in its entirety is comedic and therefore provides entertainment 

SOCIAL INTERACTION: Fictional world itself across the entire campaign provides young children with ways to communicate with their friends

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?

It tells us that they really wanted to work with a big movie that was going to receive a lot of revenue so they can make profit themselves and capitalise their brand.

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?

The lego movie is trying to target the mass audiences they have to watch and stay interested to the adverts 

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

creates a sense of similarity and can watch the movie as they can be fans of celebrities 

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

a wider audience = more money=more popularity= batter ads and films 

14/02/24

Preferred reading – audiences accept and agree with all the messages injected into media texts by producers - (age 5  will believe emmet is hero he will save the day) 

Oppositional reading - audiences reject and disagree with all the messages injected into media texts by producers - (if the explosion happened they would b dead challenging the narrative)

Negotiated reading – audiences partially accept and partially agree with all the messages injected into media texts by producers

A younger passive target audience might 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 as they might try to recreate action sequences from the poster with their lego and they might relate to emmet or one of the characters and dress up or create fight sequences from the film.

However a younger target audience member might have an oppositional reading because they might be able to tell the difference to between what is real and feel as through this is fictional as they have legos themselves so it's only been created for the film.

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 poster and video campaign, therefore having a preferred reading. The preferred reading is due to them remembering the entertainment they had from playing with legos as a child and connecting the movie sequences to the escapism it gave them as a child.

However, older audiences might have a negotiated reading because the humour and storyline f the movie may be not as relatable to adults compared to children as it is a family film such as the character emmet as he is timid and scared how is he able to transform into a brave hero really quickly.

Explain at least two uses and gratifications of film posters, using Blumer and Katz’s theory. Refer to The Lego Movie poster campaign to support your answer [10]

One way uses and grats theory is used is in the Wyldtsyle poster this is because she is a strong ad independent women who wears alternative clothing such as leather and a choker. As a result females can relate to her as they as well don't fit in to stereotype of women. A female audience will also feel empowered by wlydstyle as she is not afraid to be herself and be powerful and fight crime so women can relate to her and be encouraged to be themselves.

Another way uses and grats theory is used is in the main lego movie poster, this is due to it presenting a massive explosion and lots of hero and other characters running away from the action. So not only does it show genre hybridity of action, fantasy and more but also it shows the entertainment the audiences will get as there is lots of action happening. Audience members such as children may believe that it is true and have a preferred reading and be transported t this imaginary world and feel they are taking down villains as well.