Advertising and marketing: Media

1. Advertising &
Marketing
Language
Audiences
Representation
Social & Cultural

2. Set Texts!
The UK TV Trailer
https://www.youtube.com/watch?v=HSbYBzUEQlc

3. Your Date Here 3

6. Highlighters at the ready!
This will be your home learning
•Read through the article by the Guardian
•Highlight the key points
•Summarise the article in your own words (short
paragraph)

7. • The film is jam packed with pop culture
references
• There is no requirement to watch the film, but
to pick up on intertextual & culture references it
may be a good idea!
Your Date Here Your Footer Here 7

8. Trailer - Language
In class time we will be analysing the poster
campaign, but for H/L, you need to
complete the work sheet and upload it to
your blog.
This will be home learning and we will
discuss it in 2 lessons time!
https://www.youtube.com/watch?
v=HSbYBzUEQlc

9. Media Language - Posters
For now though…
•Complete the worksheet
•You have two lessons to do this
•You can work in pairs
•As a class, let’s start with intertextuality…

10. Intertextuality
Where the meaning of a text
arises from its relationship with
other texts/referencing, pastiche
(celebrates) or parody (mocks).
You
know
this!

11. Intertextuality
Gandalf
The Hobbit
Lord Of The Rings

12. Intertextuality
Agent A – The Matrix
The Matrix

13. Intertextuality
Batman Returns (1992 – Warner Bros)

14. Intertextuality
Die Hard
Shaun of the Dead
Kickass

15. Intertextuality
Independence Day

16. Tagline:
Title:
Setting: Big city, explosions etc:
Main Characters – Including Facial
expressions, body language:
Superhero characters:
3D release:

18. Actor name appeals to
an older generation,
persuading them to
come and watch it with
their children
Character’s facial
expression is
screaming and he is
running away. This
suggests that
something has
happened and that
there is some action in
the film
His costume is some
sort of uniform which
suggests he works for
someone
This character dominates
the poster which
suggests he is a main part
of the film/a main
character
There is fire in the
background, which
suggests that something
dangerous happens in
the movie/that there is a
lot of action within the
narrative.Option to watch the film in
3D
Character is made out of Lego, which is a big franchise that children
love to play with and is nostalgic for adults. This promotes and
advertises Lego and makes them want to watch the film.

19. To what extent does Propp's
character theory fit The Lego
Movie poster campaign (5).

20. Let’s discuss!
• Take out the Media Language Trailer sheets you
completed for Home Learning.

21. 10 mark question
Q. How has media language been
used to create meaning in the
Lego Movie advertising
campaign? In your answer, you
must talk about the poster
campaign and the trailer.

22. How to structure?
Q. How has media language been used to create meaning in
the Lego Movie advertising campaign? In your answer, you
must talk about the poster campaign and the trailer. (10)
Point: Introduce your point!
In the Lego Movie trailer, the use of camera/sound/editing/mise-en-
scene is used to create meaning.
Evidence: Refer to a specific example – use the correct terminology!
E.G: The use of non-diegetic parallel music(Staying Alive, by the Bee Gees)
is used in the British Heart Foundation advert, when the character voiced
by Vinny Jones administers CPR to a Lego character.
Explanation: Why has this been used? How does it create meaning?
Expand your explanation further and try to link it to genre hybridity (the mix
of sci-fi, comedy, romance, adventure and action)

23. Narrative

24. The Lego Movie segment in the
trailer
Todorov’s Narrative Theory!

25. Todorov’s narrative theory can be applied to the
structure of The Lego Movie teaser trailer…
Equilibrium: The normality and equal state of characters.
Emmet is shown on the sofa watching TV.
Disruption: Something breaks that normality
President Business makes an announcement that “you will be
put to sleep”
Recognition of disruption: The characters realise
something has gone wrong
EXAMPLE?
Attempt to repair: The characters try to solve the problem
EXAMPLE?
New equilibirum: Problem is solved, new equilibrium is
established
Why is this stage of the narrative not shown?

26. Genre

27. Genre
Genre Poster Campaign TV Ad break
Codes and
conventions
VISUAL
ELEMENTS: mise-
en-scene,
cinematography
The facial expressions and body language of the characters
in the main poster campaign suggest panic as they are
running away from danger. This conveys the action-
adventure genre.
Pick one other example.
There is a clear difference
between heroic
protagonists and villainous
antagonists – HOW does
this relate to genre?
Hybridity President Business's facial expression on his close-up poster
suggests he is a villainous character, which is a convention
of the action-adventure genre. In contrast, some characters
on the main poster convey elements of the comedy genre
such as Unikitty, demonstrated by her out of place
character amongst’ heroes’. This reflects genre hybridity.
Pick one other example.
How does the ad break
show the mixing of film
genres?
Iconography
Props? Sound?
Location?
Props such as weaponry are examples of iconography of the
action-adventure genre, as they connote danger and
conflict. This reflects the genre.
Pick one other example.
What visual elements can
you see that you would
associate with the several
genres of The Lego Movie?
The Lego Movie advertising campaign is an example of genre hybridity = when a
film mixes elements of different genres.
Lego Movie = sci-fi, comedy, romance, adventure and action

28. H/L
Explain how The Lego Movie is an example of
genre hybridity.
Discuss the productsyou have studied.

29. Contexts

30. Contexts
What was happening in 2014? How do the products reflect the society in 2014 when it
was produced?
•Gender Stereotypes: How? 2 examples
•Ethnicities: How? 2 examples
How do the products reflect the target audience of
both adults and children?
• Genders/Ethnicities: How? 2 examples
•Gender/Ethnic stereotypes: How? 2 examples
How were the advertising and marketing products distributed/circulated/accessible to
the target audience?
•Do some research and provide 2 examples of each: on what platforms?
Get into pairs/groups of three and
answer the questions relating to the
coloured box you have been given.
Use the notes from your lessons!
1. Lola & Josh
2. Lexie, Ben &
Darcie
3. Jamie & Georgia
4. Mayan, Aden &
Benji
5. Ellie, Zak & Lucy

31. Capitalism: (THIS IS JUST FOR CONTEXT – REMEMBER YOU ARE APPYLING THESE
CONTEXTS TO THE SET PROUCTS) An economic and political system in which a country's trade
and industry are controlled by private owners for profit, rather than by the state.
Lego Movie : Lord Business (villain) is the President of Lego Land, who presides over a dictatorial
state. His regime creates virtually everything in the Lego society and he uses televised
broadcasts to inform his citizens (with a friendly grin on his face) that they’ll be executed if they
disobey. He controls a secret police, who is charged with torturing dissidents and rebels.
Set product: This is reflected in one of the film’s posters.
Lord Business is towering over the other Lego figures, who are
running away from him hysterically. He has complete control
as the ‘evil’ characters whom he is in charge of are creating
Mass hysteria and destroying the city.
Reflects society: As America is a capitalist society, The Lego Movie
Poster reflects this and the time when it was produced.
Lord Business is a symbol of austerity. In 2014 there were difficult
economic conditions created by government measures to reduce public
expenditure (pay cuts, property cuts) due to the economic slump and
world wide recession that began 2008.
Lord Business

32. Contexts
• Present what you’ve done!
• Everyone must upload each others presentations onto
their blogs – Use them as a revision resource!
1.Lola & Josh
2.Lexie, Ben & Darcie
3.Lucy & Georgia
4.Mayan, Aden & Benji
5.Ellie, Zak & Jamie

33. Cultural Context –
How did the film industry reflect
the arts and culture, including
popular culture, of their time? (10)
•HINT: Lego movie always been
popular, built on the idea of
nostalgia. Lego is seen as a
traditional toy.

34. Audience

35. Audience
Who are the products targeting?
1. Children who play with Lego
2. Adults who played with Lego when they were younger
3. Families
4. Young adult cinema-goers
5. Both genders
Use the 5 different audiences that you have been provided with and discuss
their demographics and WHY/HOW they have been targeted
CAGER
Examples:
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 Wyldstyle and Unikitty, and the love story running
through the film. Wyldstyle for example challenges the female stereotype through the use of her
costume and facial expression, which is empowering for females.

36. Trailer - Audience
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?
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?
3. The ad break features voiceovers from familiar names
such as Vinny Jones and Lenny Henry. How might this
appeal to audiences?
4. According to YouGov (which measures audiene data),
more than 6 million people saw the ad break. Why is this
positive for both The Lego Movie and the featured brands?

37. Audience H/L
1. Why is genre hybridity used in the advertising campaign?
2. How might the target audiences interpret the advertising campaign
differently? Is this reflected by their social differences?
Use the answers below to help you, or think of your own responses
A younger passive target audience my 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
CONTINUE
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 post and video campaign. Now link to Uses & Grats
theory.
3. How can the Uses & Gratifications theory be applied to the entire
advertising campaign?
Use page 53 in the book!
Create a mindmap
https://www.mindmeister.com OR https://tobloef.com/text2mindmap/

38. Exam Question
• Analyse how genre codes have been used
in The Lego Movie campaign to appeal to
a family audience. [10]
• You MUST refer to the main poster and at
least one characters poster.
PSST!
•Recogniseable character types
•Young and old characters
•Cast names - appeal to age ranges
•Colourful, fun, bold - exciting
•Escapism – like LEGO

39. Exam Question
• 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]

40. Representation

41. Representation
As a class and individually, you’ve thought about
representation with contexts for the poster
campaign.
Gender (MEN) Gender (FEMALES) Ethnicity & Age
THINK + PAIR = SHARE

42. Representation
Let’s look at the final advert in the trailer…You can call this The Lego Movie
teaser
Key themes of stereotyping and gender are shown through Emmet and
Wyldstyle.
•Emmet is the main male protagonist and both the film and video game
revolve around his transition from a normal, everyday guy to the hero that
saves the world.
“The story of a nobody, who saved everybody” TAGLINE
How does this portray the male gender?
It supports the stereotype of men being the dominant gender, as the
products focus on a man as the male character and he becomes the
hero.

43. Representation
There are however themes that subvert (challenge) the stereotypical
representation of men in the media.
•Look at the main poster. Emmet is in the center, but his facial expression
shows him running away, terrified.
•In the TV trailer Emmet says “I want to go home!”
How does this help to challenge the stereotypical representation of
gender?
It challenges the dominant stereotype that men are powerful and strong.
Although Emmet is centered in the main poster, his facial expression is
scared and he is running away from danger rather than facing it head on.

44. Representation
Look at Wyldstyle in the character poster and in the main poster.
What are the elements that support stereotypical representations of
females?
What are the elements that subvert (challenge) stereotypical
representations of females?
How does Wyldstyle bring in a wider audience?
Wyldstyle links to a post-feminist context of the entire franchise. She is
represented as a strong, independent character who is equal to men and
at times superior. This is supported in the main poster and character
poster because…
Does not adhere to beauty ideals. For example, she wears dark clothing,
has unnatural hair colors, and has freckles, but she is still depicted as
beautiful. This is important because women who challenge beauty ideals
are oftentimes depicted as undesirable in the media.

45. Representation
Final point about Vitruvius…
• Vitruvius is named after a Roman philosopher named Vitruvius, who
best known for writing a 10-volume series of books about architecture
—which is rather appropriate for a movie about LEGO!
• His character is a noble wizard, with dark skin and a much older man
• He is represented as wise and a skilled fighter. This is important
because oftentimes in the media people with disabilities are depicted
as powerless, evil, less attractive or as overcoming a disability.
How does Vitruvius challenge the media stereotype of ethnic
minorities?
How does Vitruvius challenge the media stereotype of old people?

46. Representation
Q) Analyse how representations of gender
have been used in The Lego Movie
advertising campaign to appeal to a
younger audience.
You must talk about the poster campaign
and the trailer.
In your answer you must also refer to
relevant media contexts.