9 Analyse the representations found in the UK television ad break for The Lego Movie. [10]
To help you:
1. Identify the range of different representations.
2. Decide whether these are trusted brands.
3. Identify the target age group for these brands.
4. What aspects of 'real life' are represented?
5. How is humour used in the representations?
6. How is Emmet himself represented: in a traditional way as a masculine stereotype? Not entirely?
7. Is the representation of Wyldstyle a challenge to stereotypical representations of women?
1. the ad break represents a large number of different people and races and also features some locations across the country, representing England's lifestyle and nature
2. The brands featured are trusted. BT is the UK's biggest WiFi provider so is therefore extremely well known and trusted. The British Heart Foundation is an amazing part of the NHS, saving lives everyday, this is very trust worthy as they are only trying to get their message out their, rather than promoting it in the wrong way. Premier Inn is a very large hotel chain across the country and is very popular making it trust worthy too. Lastly, confused.com, this website has been around for may years and is very well known and 'Brian' is a vital part of it.
3. The target audience is focused towards adults. Warner Brothers doesn't target it towards children as they know the parents do the insurance, hotels, Wifi etc and by them seeing this would encourage them to take their children to watch the film
4. Real life is portrayed when the teenagers are talking to each other on the cars (confused.com), presently a busy working day in the city (premier inn) and even the fact that the advertise BHF as that is a very raw, real situation that can happen to anyone
5. The teens in the confused.com ad are very exaggerated to connote teens today but in a less serious way, making it humorous to adults as they can relate to their children acting like that
6. Emmet is a good role model for the audience, especially the younger viewers. He acts quite vulnerable and doesn't relate to the masculine action figures often seen today (batman and others). At firsts, he is seen as timid and trying to fit in but ends up saving the day, showing young children they can be themselves and will always have a positive outcome.
7. Wyldstyle is very strong and brave, showing women are just as strong and action packed as men. She definitely challenges female stereotypes, like building a motorbike and riding it across the city. This is very encouraging to female audiences as she is a hero rather than a 'house wife' or allowing the men to do all the hard work.
CFCMedia12 February 2019 at 22:00
ReplyDeleteMark 7 out of 10
1. The most important part of the answer -the representations - needs to be more specific and detailed.
2. You correctly identify the target audience but your answer on humour is a bit thin.
3. Initially, Emmett 'wants to go home' therefore is not represented as a stereotypical strong male.
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.