The Lego Movie: Poster Campaign
LO: To explain the effectiveness of the campaign; to analyse using uses & Gratification theory.
Lego Movie Teaser Posters:
They released over 20 teaser posters with a strong brand image (Relating to lego). The characters in the posters include stereotypes but also attempt to reflect the context of greater gender equality.
For Example:
WyldStyle is stereotyped to look like an emo (Black hair with coloured stripes).
Stereotype - A widely held but fixed and oversimplified image or idea of a particular type of person or thing.
Why can stereotypes be a good thing in films?
- Mix with other genders and become more flexible about stereotypes.
- Become preoccupied with their future careers, as well as appearance.
- Want to learn gender-based expectations for how to behave in romantic and sexual situations.
- Choose what they want to watch and are willing to discuss abstract ideas (and don't want to be lectured to).
- Gives you a role model
- Blue Colour Palette
- Male as active (construction worker)
- Masculinity - Hair and High- vis jacket
- Yellow 'Lego' iconic figures
- Female as passive
- Femininity- Hair, Makeup, Freckles and Lashes
- Urban environment- Tracks, Towerblocks and Contruction.
Exam Style Question:
The Lego Movie posters use stereotypes to create representations that appeal to the films target audience and are easily understood.
We can clearly see that Lord Business is the villain. We know that because; his angry facial expression and the colours used in his character poster. The colours used in his poster is red. Red usually connotes blood and is usually themed around evil. The target audience will feel represented by this because family audiences would like a fight between the good and evil and its also something everyone will understand.
Wyldstyle in her character poster isn't the typical 'hollywood woman' and isn't the usual 'hollywood woman stereotype'. We know this because of the look of her appearance. She's got black hair and brightly coloured stripes in her hair. Even though Wyldstyle comes across as looking like an 'Emo' she's also sexy. The lashes and Makeup make her come across more girly and feminine. Overall her character will appeal to woman because she's not a victim, usually girls are the ones being saved. It gives girls a positive role model.
