LEGO: Audience

Audience

Who are the products (ad & posters) 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

Discuss the demographics and HOW/WHY have they been targeted 

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.

2. The poster and trailer target adults who played with Lego when they were younger which would be aged typically 40-60 years old and both genders which would be due to the choice of character choices that adults may of been familiar with in the past. The poster targets adults who played lego due  to the stereotypical lego character of 'Emmet' may be familiar to adults as he looks like the 'mainstream' lego character piece. The diversity of ethnicities is portrayed in the poster, for example, Vitruvious is the only black character which may show adults how the world of lego has become ethnic diverse and may intise people who have played with lego to watch the film. 

3. The poster and trailer target families in several ways. The teaser trailer targets families by the use of a mix of genders. Wyldstyle is portrayed as a dominant strong female which may be favoured by the women in the family. The strong dominant male character of Emmet may appeal to the males in the family and will appeal to a mass audience. Within the posters, the race of the characters Emmet,Wyldstyle and Lord Business are 'white/yellow' which may appeal to a stereotypical 'white family' as they may relate to the 'white' representation and may acknowledge how they speak and act in the movie which may be similar to them

4. The poster and trailer targets young adult cinema goers in several ways through the posters and teaser trailer. Young adult cinema goers are mainly interested in going to the cinema even when they arnt in favour of the film. For example, the poster features the names of the famous actors who voice over the lego pieces - this would entice the film goers to see the film as, even though they are not in favour of lego, but like the actors that are voice overs for the lego pieces (e.g Chris Pratt). The use of the DC characters within the trailer may appeal to some of the young adult cinema goers as they may be fans of Batman etc so would want to watch the film.

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.

Demographic- Acronym 
Gender 
Race 
Age
Class
Ethnicity 

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 the desire to work with Lego Movie brand? 

As the lego movie is such a large franchise the companies of British Heart Foundation,Confused.com, BT and Premier Inn would want to promote their products using the lego movie characters to gain more revenue and audiences due to the stigma of the lego movie being such a big film. The use of each company using lego for their brands will get a mass audience involved as young children,adults will want to buy the products due to the use of lego being shown in the ads.

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?

The warm friendly humorous tone links to the toys of the lego pieces therefore by the adverts containing these themes it links to both the film and the product . Both the trailer and poster reflects the themes within the movie as they portray humour within the language etc.

3. The ad break features voiceovers from familiar names such as Vinny Jones and Lenny Henry. How might this appeal to audiences?

The feature of voiceovers from familiar names appeals to a mass audience as, not only people that like lego will want to watch, but adults who are familiar with the voices will be interested as they know how they act and be interested in how they transform the ads even when they are using lego.

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?

This is positive for both the lego movie and featured brands because they would gain more revenue as more audience was gained therefore more people will be familiarised with the lego brand/movie. The ad self promotes itv to show how the itv had the first rights and gained much more revenue from the brands that teamed up with lego to portray their products. The brands gained more of a mass audience as the ad was shown prime time on itv.