Lego Campaign Exam Question

Lego Campaign Exam Question

How has media language been used to create meaning in 'The Lego Movie' advertising campaign? In your answer you must talk about the poster campaign and the trailer. (10 marks)

In the 'Lego Movie' trailer, there is a use of the non-diegetic music of "Staying Alive" by the Bee Gee's when advertising the British Heart Foundation and teaching the audience how to illustrate CPR. The parallel music attracts a wider audience as the song choice is very popular amongst many different age groups. This has purposely been used to make the audience more able to follow and understand the instructions and know exactly what to do if ever in a situation where it is needed. Additionally, the voice of the lego character administrating CPR is a famous celebrity - Vinnie Jones. This celebrity is represented as a well respected actor and this creates meaning as the audience are more inclined to follow the word of somebody that they know and 'trust' in a way.

As well as this, the reference to the British Heart Foundation mimics the real advertisement almost exactly. The characters involved in helping the person in need of CPR are all mixed ethnicities reflecting the message that anybody can do CPR and as it is the trailer for a U rated film shows this message further, this reference would not be shown to a film for any age to see if only certain people could actually do it.

Marked by Charlotte:

WWW: great (unbelievable extraordinary) points and detailed, you are good at giving evidence

EBI: expand on your explanation, make it more clear WHY is creates meaning. 

Thanks Charbo ;)