Analyse the representations found in the UK television ad break for The Lego Movie. [10]
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 most common representation shown in the ad breaks, are the different type of people used and where they are set.
2. The brands shown in the ad breaks are very reliable as they all very well known and quality. BHF is a very common charity. BT is a well known broadband and internet provider. Confused.com is a company that offer car insurances and is reliable. Premier inn is a smaller hotel around the UK, which can mainly be used for some short stays and they often get many people staying in one of their rooms, which shows that they’re also reliable.
3. These brands target an older generation because some of the younger generation don’t understand how certain things like insurance works, some people won’t be able to stay in hotels until they are of a specific age.
4. There are some aspects of real life represented because some people in the adverts are living in houses with insurance and that itself links to the confused.com advert and how that’s all about insurance as well.
5. The advert represents some humour, as they all use some well known actors to represent their brands.
6. Emmet is reprensented to the audience as a common shy and quiet boy that no one realises and in the end he turns into a hero which connotes the masculine stereotype.
7. Wyldstyle is shown to be a very courageous woman and most people wouldn’t expect a female character to be shown in this way due to the sterotypes, but it can target more of a female audience as well as males and we get to see a heroic character from a male perspective and a female perspective.
Mark 6 out of 10
ReplyDelete1. You have not grasped that the most important part of the answer -the representations - needs to be specific and detailed. It is as if you have not read the question.
2. You correctly identify the target audience but your answer on humour is very thin indeed.
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.