Lego Movie: Advertising Contexts

Advertising Contexts

Capitalism: Economic and political system in which a countrys take and industry are controlled by private owners for profit,rather then state.

Main movie poster-

Lord business as controlling villain- reflected in poster as he towers over other characters, who are running away from him hysterically (complete control as 'evil' characters whom he is in charge of are creating mass hysteria and destroying the city)

Society: 

-America as capitalist society - poster reflects this and time it was produced 

-Lord Business is  symbol of austerity 

-In 2014, there was difficult economic concidtions created by government measures to reduce public expenditure due to economic slump and world wide recession that began 2008.

-Lord Business as corrupter for america 

-Other characters are survillians 

How do the products reflect the target audience? • Genders/Ethnicities: How? 2 examples•Gender/Ethnic stereotypes: How? 3 examples

The products reflect the target audience due to the mix of genders due to the main characters being male /female (Emmet and Wyldstyle). The characters are mainly 'white'/'yellow' suggesting there is not inclusion of other other ethnicities which reflects how the target audience may be only white due to society. The character of Wyldstyle counter-types the stereotype of women as they are usually shown as weak and powerless however being the main character, Wyldstyle challenges that representation because she is a main character therefore is brave and strong this portrays to the female audience that they are powerful within the film. The use of Lord Business being a white character and a villain challenges the dominant representation of white people being weak and black people usually being the villain, For example, The character of Vitrouvious challenges the 'good' character type as he is black- where they are usually presented as bad characters which makes the audience feel included within the film. The use of the primary gender being male reflects society in how the males had more power in 2014 this reflects to the female audience that they are shown as inferior and less important.