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.
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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:
1)Emma Peel is indicative of the change that previous gender inequalities had on television programmes and the increased public role women had in 1960's Britain. Explain how? How does Emma Peel reflect the influence of social attitudes towards sexualisation on television?
Due to this increased role women had in 1960's Britain, Emma Peel had a lot more screen time or the same as John Steed which gives the men and women more equality. Not only was she pretty but she was also very smart which was a complete opposite to what women were viewed as if they were pretty back then (Pretty and dumb).Emma Peel wears a catsuit which is very sexy, especially towards the men who were either watching or directing the TV series. Due to the male gaze, women wore more attractive clothing and mini skirts were worn a lot more than before. For example Peel wears a mini skirt at the beginning of the episode and at the end. Also because of the change in gender inequalities and increased public role of women, we see at the end of the episode Emma Peel is the one riding the motorbike. 3)What does the absence of any LGBT characters reveal about social attitudes? What was the legal position towards homosexuality at that time? LGBT was still not seen as something normal and on TV these characters might not have been accepted due to their sexuality. Although LGBT was accepted and known about even more at this point, it was still taboo and people probably thought it was strange to show people like this on TV. In the series there are no people at all who were LGTB. 4)How is the underdevelopment of multiculturalism in 1960s Britain reflected in The Avengers? In the late 1960's immigration became very big, with loads of people of different races from different countries came to big cities, for example London. However because The Avengers is set in a small town, Little Bailey, there wouldn't be much immigration to small towns the most would be to big cities. The town is seen as a small British village with pure British people in it, and it would be seen to be unusual to have multicultural people in a small town like that in 1960's. In the TV series there are not multicultural people shown on television which links back to the underdevelopment of multiculturalism in 1960's as there are no black people shown probably due to how the viewers of the show would view it. 5)At this time there was a perceived “generation gap” between the traditional wartime generation and the radical youth. How is this reflected through the representation of Steed and Peel? (Mise-en-scene, actions, dialogue, etc) The "generation gap" is the difference of attitudes or thoughts between people of different generations (young/old), which may lead to a lack of understanding. The people who were older, would have most likely experienced both wars or even one so were probably used to hard going, tough conditions that were strict and 'normal'. The traditional wartime generation probably thought differently to that of the radical youth so there would have been some different attitudes to certain things. The elders would have thought the era they were living in then (1960's) was a huge change to what they were used to, as there was a change from hard war conditions (strict rules), to hippy style and more revealing clothing and party era. Steed represents the traditional wartime, hard veteran, and we see this when he has flashbacks of noises of planes and war when he is standing on the airfield in the series. Also Steed is wearing a three price suit and a bowler hat and umbrella which is typically what a man from the war time would wear. Steed's actions and dialogue are a bit slower to that os Emma's. On the other hand Emma Peel is a representation of the younger generation in the 60's. This is because she wears more revealing clothing which wouldn't have been worn back earlier in the 1900's. She is also very calm and talks back a lot when/ if she gets into any trouble with anyone, showing her confidence. Her weapon is a gun and her actions and dialogue are a lot faster. 6)How did the the social anxieties of the time, specifically in regards to the Cold War and related espionage (“reds under the bed”, etc) influence the production of this episode? In the 60's there were many social anxieties regarding the cold war and related spying. Back then, many people were worried about the threat of communism. British people were afraid of the idea of communism, and this is definitely shown in season 4 episode one in which a small British town is being taken over by communists. The undercover 'army' could have been referred to as the "reds under the bed" as all their development were working and planning underground. 7)Explain how media language (mis-en-scen, camera work, ect) is used to depict The Avengers’ point of view rather than the townspeople’s point of view. We are on the Avenger's side as they are the fist ones introduced to us. There is sinister music with other townspeople when they are shown on screen which makes us dislike them compared to us being on the side of Emma Peel and John Steed. We see the main characters on the screen the most, yet the townspeople (communists) had less screen time as they were a secret agency who were meant to be in hiding. The editing helps increase the mystery of the secrecy of the communists. For the camera angles they show the avengers to be quite powerful and strong and the camera tracks the people showing they are athletic and are hero's. 1)Create moodboard of Britain in the 60’s Cover the various points we’ve looked at: (On other post) 2) Create a character profile for each of the leads. Explain what they reveal about 1960’s Britain: DIANA RIGG-EMMA PEEL: Emma Peel is a spy that is acted by Diana Rigg. As she acted in The Avengers, 1960’s, she became a feminist role model for people all around the world. She is most famously recognised for wearing a leather catsuit in many of the episodes. She is also the parter/sidekick to John Steed who is played by Patrick Macnee, and Rigg was a replacement for Cathy Gale, played by Honor Blackman. Emma Peel is not very often defeated in fights and a couple of her many talents are: Fencing and Martial Arts. To many people she is a heroine. She is a clear representation of gender and class. Due to the ‘Male Gaze’ theory in that time, Diana Rigg wore very provocative clothing, such as the catsuit which could bring more attention to the screen for males. The two main characters have a strange witty banter between them and they have some sort of feeling for eachother it seems. The character, Emma Peel, as she was seen as an icon, she seemed to break or decrease the stereotype that ‘pretty’ women can’t do anything because she is shown fighting against men and women in the same way a man would. This show she has a purpose and definitely inspired others! She is also capable of saving Steed when he is in trouble. PATRICK MACNEE-JOHN STEED: John steed, played by Patrick Macnee, is the other main character in The TV series Avengers. He is the central protagonist of the show. He is a secret agent that is working undercover for the British Intelligence. Steed usually wears a three piece suit with a bowler hat, which is one of his main weapons the audience see him us in season 4 episode 1. He is also a strong representation on the show of Age and Class and throughout the series some of his characteristics changed from being arrogant and noble to being very kickass and well-dressed. He and Emma Peel, work together as secret agents, however Steed can sometimes fail at doing something and then Peel has to back him up, showing her strength and power. He is very good at solving or cracking cases when they need to be especially when he has a partner to work with. Especially on Season four we also see Steed’s big collection of old fashioned cars. Steed is also definitely a very knowledgeable and well-mannered character, but who can still defeat the very worst of people. 3) Write a synopsis of the episode(season 4 episode 1): The episode begins with the main character appearing from the sea in a bag. The two main characters, Diana Rigg and Patrick Macnee(John Steed and Emma Peel), went to a small town to stay for a while. They are partners in the spying industry. She went to Little Baisley to become a teacher at the school and he was just there for a few days as he was looking for any plots or land to buy, however they were their cover up stories. There was a small inn/pub they stayed at however not everything seemed normal. They then discovered that there were enemy agents trying to take over England. Everyone in the town was replaced by someone from the enemy army and were killed so the army were able to take many small towns over at a time. They went to Little Baisley as there had been many agents beforehand who were murdered by the enemy agents. The town is hard to come out alive due to the murderous enemy agents. 4) Populate the following lists with examples from the show:
WHAT WAS THE AVENGERS?:
MORE ON THE AVENGERS:
POLITICAL BRITAIN IN THE 60'S:
ROLE OF WOMEN IN 60'S:
SOCIAL HISTORY:Britain in 60's:
HOW THE REST OF THE WORLD VIEWED BRITAIN:
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