Who is the primary target audience for this advertising campaign?
The primary target audience for this advertising campaign are the children. Lego is a kids toy and this advertising campaign would be very appealing to them as they would recognise the product and it is also an animation making it more appealing to kids. The lego movie was launched as a kids action movie, so aimed at the younger audiences. Who is the secondary target audience for this advertising campaign? And the secondary target audience for this advertising campaign is for the adults who have and interest in the lego products as it might have been one of their childhood toys or to see the appropriate humour and the famous actors playing lego characters and how they would interpret each character. Also the makers of the lego movie wanted parents to bring their children not only so they could enjoy it but for the older generations you enjoy it too. Which differences between these two groups could lead to a different interpretation of the campaign? How could they interpret it differently? The primary audience (the kids) would interpret this film to be something about their toys they play with. A fun and playful film full of creativity and possibility shown through all the posters and trailers here might have been. The interpretation of the film was meant to be a kids film, however there was humour and entertainment in there for the adults. For the secondary target audience, the campaign could have been seen as advertisement for the product, but also the posters have some of hollywoods big names, who are renowned for being good/funny actors/actresses. The campaign could, for the adults, could be interpreted that it is trying to unlock their inner-child which could bring back positive memories. Many of the ads that were put our were viewed by many adults which might had been quite funny, making them want to see the whole film. Is it a good poster campaign?
Yes it is a good campaign because there are many posters given to us before hand with all of the different characters which gives us good information on who everyone is and people recognize. Also the posters can relate to all different ages and genders which Bring in a wider variety and more audience. Lego is a childhood toy so the poster campaign with the lego on all the posters makes it appealing to the younger generation and the humour and big names that appear on the poster catch the eyes of the older generation. It is also a good poster campaign as its colours, characters and settings are reflected in the movie. The poster campaign gives us an idea of what the film might be about sometimes even before the trailer has been released. There is also a visual hierarchy we can see in the main assemble poster, which shows who the priority characters are going to be in the movie. Does it communicate effectively with the audience? Yes it does communicate effectively with the audience as we definitely know from the posters and the name of the film that it is going to be and animation with lego, and we know the basics of what the film will be about. The poster campaign also communicates to the audience effectively by showing high energy and appropriate humour both in the movie and the posters that are given. On the posters with the individuals on them, there are big names that are playing lego characters and this brings more audience in and some of these actors/actress' are renowned for being very funny in other films, and this makes it a very funny and clever movie. Therefore communicating well with the adult audience. The campaign is again communicated effectively to the audience as it understands the stakeholders in its sales and campaign to make it appealing for all. Are there any alternative readings which might harm the message of the marketing campaign? Sometimes in the movie there can be parts in which very easily turn into chaos, which can harm the message of the marketing campaign. Lord Business is a very powerful and wealthy man that runs lego world and deals with people who are causing trouble, however there might be a message here that harms the marketing campaign that the wealthy and powerful people have to be shown as baddies, but in reality this isn't true. The lego movie seems to make a villain out of big business. The film and the posters are very colourful and fun, however there are a couple of alternate readings, for example the movies message is to be creative and an individual, but the suggestion of the brand’s usage is that in order to be a creative individual, every child should buy or play with Lego products/toys, which you might not want to do. Are the posters offensive in any way? eg:negative representation of people or places The posters are great at showing the audience what characters are going to be in the film, however some of them might be offensive to the audience. For examples in the Vitruvius individual poster, Morgan Freeman is shown as having white skin rather than darker, black skin which could offend some people changing the colour of the actors skin in the posters. At the point in the movie where Lord Business is shown with very long legs the audience may question this portion of the film because they might say that it’s a bit insulting to Adult Fans Of LEGO to be portrayed in such a way. Also some of the individuals posters are quite stereotypical in the sense that the bad/most powerful characters take up most of the poster. For example The Lord Business character takes up almost the whole poster which suggests he is a baddie and very powerful. There are quite a few individual posters for the lego movie but most of them a male characters, and the only female poster is of Wyldstyle for the 2014 lego movie. MOVIE POSTER CONVENTION:
WHY THERE IS A MARKETING CAMPAIGN:
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May 2018
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