LM-AUDIENCE QUESTIONS

1. Why is genre hybridity used in the advertising campaign?
The Lego Movie is targeted at a range of audiences so by the advertising campaign using genre hybridity it attracts different audiences, such as the comedy of the facial expressions attract children throughout humour as well as the action on the main poster attracts adults as that genre attracts adults more than children.
The Lego Movie advertising campaign uses genre hybridity to attract more audience. This is evident in  Emmet's advertising poster as his facial expressions are comical- his face looks shocked and frightened which may be humorous for younger children- as well as the action being included by his facial expressions looking shocked and scared, which highlights how something has happened inferring the action attracting an older audience, thus attracting more audiences. As well as in BT Infinity's advert there is a mix between comedy and romance. The comedy is how the Lego pieces are acting and speaking based on the fact they're Lego pieces and the romance comes form the two characters kissing at the end which initially attracts more auience.

2.How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences?
A younger passive target audience my have a preferred reading of the poster campaign as the main poster is full of action and shows subtle violence. As young audiences are far more influenced this attracts them to watch the movie based on the action as younger audiences prefer action as its exciting. 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 which could make conversation between them and their friends who also played with Lego as well as the movie being an escapism for the adults and it helps them ignore their everyday stress and remember the time when they were young and played with the fun toy.

3. How can the Uses & Gratifications theory be applied to the entire advertising campaign?

4. Explain at least two uses and gratifications of film posters, using Blumer and Katz's theory. Refer to The Lego Movie poster campaign to support your answer (10).

An active audience would gain entertainment through The Lego Movie poster campaign by the use of the Lego pieces. This is evident in the poster of Virtruvius as his eye are seen to be glowing which is unrealistic thus highlighting how the movie is set in a fantasy world which allows the audience to forget their everyday stresses and be enticed into another world.

The Lego Movie offers audiences to identify with characters personally. The character of Emmet is a simple, working class character who has his life turned around. Through presenting the main character as someone 'uninteresting' audiences are left to believe that something as interesting and mystical could happen to them giving them hope, and further offering them someone to identify.

The Lego Movie poster campaign allows the audience to receive information about the world such as the key message that each individual can make a difference to the world and everyone around them. This can be seen through the main poster as at the top it say 'The story of a nobody who saves everybody'. This illustrates the key message clearly thus allows the audience to receive information about the world we live in.