LEGO: Homelearning// Genre,Audience, Uses & Grats

Homelearning// Genre,Audience, Uses & Grats

Why is genre hybridity used in the advertising campaign?

Genre hybridity is used in the advertising campaign to appeal to a mass audience. The use of using a hybrid of genres appeals to a wide range of fans that are in favour of certain genres,not only the use of lego. For example the campaign includes themes of the action genre therefore will make fans of action interested in the film and will make them want to watch. Genre hybridity allows different age groups,genders and people to watch the movie instead of there being just one group of people targeted. A younger passive target audience my have a preferred reading of the poster campaign as the main poster shows subtle violence. As young audiences are far more influenced this may have an effect on society and may cause them to be effected and take on some of the violence  in the movie to use in real life. 

How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences?

 The target audiences may interpret the advertising campaign differently by how they view lego as a whole. The lego brand can be seen as childish so may come across as light hearted and may not send the correct message about the film/brands in the trailer. However some other audiences may interpret it as a good way to promote certain brands as it is more interesting to watch rather then all the ads that are similar on tv with the same stereotypical ad types. 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 whereas younger target audiences may use these ads/ trailer literally and try and build the pieces shown in the ad.  

Uses & Gratification- Ad Campaign 

Entertainment: Narrative of film is entertaining (fantasy world and follow 'regular' characters like audience who take on extraordinary challenges to stop Lord Business) - added with mystery and humour throughout film.  --- Fight to stop Lord Business uses lots of action however characters of Emmet and Wyldstyle use humour 

Identification: Audience can identify with 'normal' in society character of Emmet who can make incredible difference to the world they live in. --- Emmet is a mainstream stereotypical member of society however helps to save the world

Social interaction/personal relationships: Themes and content bring together young and older audiences in shared interest for lego. -- Themes of romance and action can branch out to mass audience

Surveillance: Teaches children information about the world -- Message that each individual can make difference in society 

Explain at least 2 uses and gratification of the film posters 

Active audiences consume media for specific gratifications. For entertainment, the narrative shown in the main poster looks exciting which offers escapism into the world of the action film. The characters look manic which add to the action genre of the film which is entertaining for the active audience. Themes of action bring together young and older audiences in a shared interest for lego which offers personal interaction and social interaction as they share the same interests in lego. 

The different actors playing the lego pieces may engage with the older audiences and cause social interaction as they may be able to engage in real life conversations. Within the poster of Emmet the audience can identity with the 'normal' in society as he is a mainstream stereotypical character who saves the world- therefore aiding identification in the poster.