Contexts

Contexts

capitalism:
An economic and political system in which a country's trade and industry are controlled by private owners for profit, rather than by state. 

lego movie: Lord Business(villain) is the president of Lego Land, who presides over a dictatorial state. His regime creates virtually everything in the Logo society and he uses the televised broadcasts to inform his citizens ( with a friendly grin on his face which represents a typical villain) and they'll be executed if they disobey. He controls a secret police who are ordered to torture rebels. 

set product: This is reflected in one of the films posters. Lord Business is towering over the other lego figures, who are running away from him hysterically. He has complete control as the "evil" characters whom he is in charge are creating mass hysteria and destroying the country.

reflects society: As America is a capitalist society, the Lego Movie Poster (main one) reflects this and the time when it was produced. Lord Business is a symbol of austerity. In 2014 there were difficult economic conditions created by government measures to reduce public expenditure (pay cuts, property cuts) due to the economic slump and world wide recession that began in 2008.

What was happening in 2014? How do the products reflect the society in 2014 when it was produced?
- The character Wyldstyle is a non-conventional feminist main character, in the time of 2014 to the current date there has been a rise in acceptance of feminism and sexuality, by Warner Bros (making a character reflecting this) attracted a wider audience of people that watching a character they can personally relate to (like the uses and grats theory - self identity)

- Furthermore, with the acceptance of different races in 2014, the lego movie included the character Vitruvius who is a different colour to the yellow characters, this difference in colour reflects Morgan Freeman as a highly respected black man and how he is distinguished as a different race from the others in the movie.

- Lastly, Lord Business reflects the capitalist society of America in 2014 as he is presented as an authoritative figure shown to us from the low angle in his poster. Additionally, his ideas for the future society of legoland is parallel to his evil portraying character. The wider society is represented as the depression of American citizens after the recession (business crash) in 2008. He is also a tyrant as he is abusing his power and significantly listened to voice in society. 




To what extent does Propp's character theory fit The Lego movie poster campaign (5 marks)
Emmet matches the description of the hero in Propp's theory however it additionally challenges it as he became this hero accidentally. He doesn't fit the typical description of a strong and masculine hero who saves all of the citizens. On the poster his facial expression show fear and his costume is very ordinary with no striking colours which portray him to be ordinary and even afraid of the chaotic events which happen in the film (like we are shown in the poster behind Emmet). However, Wyldstyle challenges Propp's theory as she is an independent woman who can look after herself - unlike the description of a typical princess in Propp's theory. We are shown this on the poster through her dark black hair with streaks of dyed, un-natural colours symbolising rebellion. She is also wearing a choker in her poster revealing to the audience she is challenging the stereotype of a woman by wearing this provocative jewellery.