Lego movie: Audience

The products (posters & ad) are targeting:

1. Children who play with lego

2. Adults who played Lego when they were younger

3. Families

4. Young adult cinema- goers

5. Both genders 

Demographics

Gender

Race

Age

Class

Ethnicity

Use the 5 different audiences that you have been provided with and discuss their demographics and WHY/HOW they have 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. Adults who played with Lego when they were younger are targeted through the advertising campaign, these adults would be ages typically 40-60 years old and are both genders. The campaign targets this audience through the character benny, who was the first ever original Lego figure who features in the main poster campaign. This provides nostalgia as adults would play with this figure.

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. Young adults around the age of 20-30   

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.

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?

As the lego movie is such a large franchise the companies 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 reflects the lego brand image itself but both the trailer and poster both reflect these themes in the movie. The regulation from the BBFC certified them as 'universal'

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?

Each one of the target audiences are targeted in this ad break because the lego movie fans would see this and might like the featured brands included which would make them get more revenue and vice versa. After the advertising campaign was released 2014 had the most sales turnover