Lego Marketing

Blulmer and Katz's Uses and Gratification Theory:

Entertainment- escape reality-you get to be part of it.

Information- tells you about the movie- who the characters are.

Personal identity-can identify with the morals of the main characters.

Relationships- we find things we can share and discuss with others.

Commercial Break made out of Lego

Television Campaigns

Posters

Merchandise tie ins (Mcdonalds)

Intertextuality:

Made out of Lego

Plot based on The Matrix

Superheroes

Starbucks

Taco bell 

Postmodernist snapshot of the past 20 years of popular culture.

Tv Advertising:

Lego and Warner Brothers teamed up with ITV. At 7.27pm on Sunday 9th February 2014-five days before the movie was released- ITV broadcast a world first, an ad break made entirely out of Lego.

• British Heart Foundation
• Confused.com
• BT Infinity
• Premier Inn
• Lego Movie Trailer

Integration- Promoting a few businesses/companies at once.

Synergy- The interaction between two or more organisations to produce a combined effect greater than what could be achieved on their own.

Why does this Commercial break appeal to the target audience?

The main reason that this commercial break appealed to the target audience was that the four Ads used where the most popular British Ads, so the British public, who would be the audience watching this Ad during the break of Strictly Come Dancing on Sunday evening. In between each Ad, small clips of some of the main characters, to create drama and suspense, exciting the main target audience of young children, because they would want to see the movie trailer, and when it plays at the end, they would instantly want to watch the movie.

The Lego Movie Video Game:

Simultaneous releases-

• Profit maximised - the promotion of a film will create a receptive awareness in potential consumers of the game: they have heard of it and are familiar with it.
• Familiarity - the brand and plot and characters are already known: recognition of the fact we liked the film so may enjoy a game based on it.
• Extends pleasure of the film - a chance to continue to 'be part of' the film that we enjoyed. Chance to play the roles we saw in the film.
• The game promotes the film, the film the game - efficient use of marketing of both products and increases potential audience as fans 'crossover' between the two platforms. Think of how the theme of Bond films piggy-backs on the promotion of the film and vice-versa.

The Lego Movie Poster Campaign:

Denotation- Literal meaning of what you see.

Connotation- Implied meaning.

Shot Type- Low angle medium long shot.
Colour Palette- Blue, white, black (sic-fi genre) red (action genre).
Target audience- Males.

News: Revision

Explain two ways that newspapers are funded. (4 Marks)

Newspapers are funded in a variety of different ways. Two of the most obvious are income from  advertising space being sold to advertisers and the cost of buying the newspaper. Newspapers sell space in their newspapers to advertisers who then target audiences through the range of products and services advertised within the pages of the newspaper. The cost of the newspaper also brings in revenue. Newspapers are increasingly moving to an online model with a pay-wall, which requires readers to subscribe to the newspaper in order to read the articles etc.

"How does The Observer reflect its values and beliefs?" Discuss with reference to media language.

Values and Beliefs-

• Political alliance-labour party.
• Social Democratic-cares about people.
• Social liberal.
• Doesn't like sensationalism.
• Holding powerful to account.
• Value art and culture.
• Value multicultural society.

Music Magazine Revision

Who is the target audience for Radio 1?

15-35 year old, C1-E British males and females.

Why did they launch Live Lounge?

Because listening figures where falling and they wanted something to attract more listeners.

What song did Harry Styles cover and who was it by?

The Chain by Fleetwood Mac.

What are the four reasons it applies to different audience groups?

Harry Styles- older audiences.

Fleetwood Mac- Older audiences/american/British audiences.

Harry Styles- Attracts people who watch X-Factor.

The song was featured in guardians of the galaxy 2-so attracts people who watch this film. 

Explain how media language has been used differently to represent/attract the target audience.

There are some clear similarities between Top Of The Pops and Mojo Magazines in terms of their use of media language and genre conventions. Both magazines feature a range of musicians on the front cover, Mojo Magazine has a medium shot of Fleetwood Mac, with two minor images in the top corner, whilst Top Of The Pops Magazine contains a variety of images of artists including Jessie J and Lady Gaga. Both magazines follow a conventional magazine front cover layout through their use of relevant music-related cover lines. The use of cover lines and relevant images is a convention of most magazine front cover layouts and can be seen on magazines from a wide variety of different genres.

Both magazines have a masthead, however, Mojo's is not displayed in a particularly prominent way which is unconventional for magazine front covers. The Mojo masthead is obscured by Fleetwood Mac's heads, while Top of The Pops' is shown clearly over the main image, to stand out to the younger target audience. This is an obvious difference between the two covers, and show the audience the difference in genre. 

Although both magazines front covers follow the convention of having a simple colour palette there are also some very clear differences in the use of media language on the front covers. The use of colour and style of font are two of the most obvious differences. Mojo Magazine has a very monochrome, masculine colour scheme of Black and white (with small splashes of red). This use of colour connotes a serious tone to the content of the magazine and is appropriate for the rock genre that the magazine is from. Top Of The Pops uses a much brighter more saturated set of colours including neon pink, white and purple, which connotes a much brighter more fun felt the magazine. The use of font is also contrasting. Mojo Magazine uses block capitalism a sans-serif font throughout which gives the magazine front cover a more formal less-cluttered look than Top Of The Popswhich uses a range of different fonts, some of which look like handwriting or paint splashes. The use of font on the front cover of Top Of The Pops gives the front cover an informal tone and more cluttered layout.

News: Newspapers in the 1960s

Newspapers in the 1960s were starting to be defined by their physical size. §All upmarket newspapers such as The Observer were printed in the broadsheet format, whereas downmarket newspapers such as the Sun launched tabloid formats (the Sun went tabloid in 1969). Broadsheet newspapers were dominated by a news agenda, with relatively little self-promotion on the front page, whereas tabloid newspapers relied on their front covers to attract readers. The Times, for example, continued to fill its front page with classified advertising until 1966. Front pages for The Observer from the mid-60s, for example, have many more news stories on the front page, less space dedicated to photography and promotion of the newspaper's contents, and are written in a more formal language register than would be used today.

The increasing role of marketing in newspapers was, however, evident in the launching of colour supplements in the early 1960s- these were designed to offer advertisers the opportunity to use high quality colour images. Printing in the main newspapers was monochrome and of poor quality compared to contemporary standards.

The terms 'broadsheet' and 'tabloid' are still in common use to describe the style of a newspaper, although few newspapers are still printed in the broadsheet format (The Observer- currently in Berliner format- is scheduled to change to the tabloid format in 2018). The 'quality' or 'broadsheet' press sometimes refer to they tabloid format as 'compact', as they feel the term 'tabloid' carries negative connotations of sensationalism and gutter journalism.

The main characteristics of tabloid and broadsheet newspapers are as below:

Tabloid:

• Softer news agenda- e.g. human interest stories, celebrities.
• Less formal language register.
• Pages dominated by headlines and images.
• Target a more downmarket audience.
• Offers news as entertainment.

Broadsheet:

• Harder news agenda- e.g. politics, finance, international news.
• More formal language register.
• Pages dominated by copy.
• Targets a more upmarket audience.
• Offers news as information.

News: Online Case Studies

News: 1960s Newspaper Case Study

Case Study 1:

This cover suggests that in the 1960s, people cared about what the queen was doing, because the largest image shows the queen, with a large till underneath with a rather large story. One story suggests that the working class were struggling, because pay plans were in place, and the news story talks about his failing. The most important stories have large bold titles, and usually have awn image near them. This would show the reader what it was about. there is also an advertisement in the bottom righthand corner, which would attract a female audience at the time. 

Case Study 2:

'Lawyers will urge divorce by consent'- an example of the social reform of the 1960s, the law commission (staffed only by men) is recommending divorce by consent- a change that made it much easier for people, mostly women, to get divorced- a move to greater gender equality. 'So polite, this North Sea Spy Game', 'Yard suspects Blake used two-way radio', 'America accused of spy frame-up'- Reflect the prevalence of spy stories in the 1960s Cold War historical context. The influence of the Cold War is also shown in  the articles about the Vietnam war-'Hopes rise for cease-fire in Vietnam' and, indirectly, 'Police will appease marchers', which also reflects a patriarchal context in which also reflects the rise of protest in the 1960s, including 'militant Marxists'. 'Wilson-Brown market clash'- Reflects the political context that relations with Europe were contentious in the 1960s, as today.

Case Study 3:
'Unions postpone strike'- illustrates the high level of coverage of strikes in the 1960s, reflecting greater union power in that decade. Barbara Castle is mentioned - the only female politician in all three front pages- as trying to argue for a move towards 'narrowing the differentials' in pay for men and women, showing the patriarchal culture of the 1960s and the limited attempts to create greater gender equality before the Equal Pay Act. 'Jackie:we're very happy'- reflects a patriarchal context in which women are most often defined in terms of their relationship with men; here the dead US President's wife makes a controversial second marriage. The front pages are characterised by the absence of women, e.g. one front page has only one reference to women- a photograph of a woman illustrating an article about knitted fashion. 'Briton shoots a gold'- this article mentions the Black Power protest at the Mexico Olympics, reflecting the antiracist movements of the 1960s; note the unselfconscious use of the term 'Negro'.

News: Inventions that have changed the print industry

Printing Press:
The printing press was invented in 1450, and misdeed it so things could be printed out quicker, and more people could get newspapers etc.









Typewriter:
The typewriter was created in 1867, and made it so people could type new, rather than write it out, which would have taken a long time to do.


Telegraph:
The telegraph was invented in 1844, and didn't really change much in the news industry.

Camera:
The camera was invented in 1816, and it meant that images could now be used in news.


Radio:
This was invented in 1840, and meant that news could be shown in other ways, through the radio, not just by newspapers.


Tv:
The first TV was invented in 1927, and it meant that people could now watch the news, not just listen to it or read it.


ENIAC (First Computer):
The first computer was invented in 1946, and was a huge advance in technology. But it didn't change news too much.


Internet:
The internet was first invented in 1983, and made huge changes to the news industry, and meant that there could be a wider audience, and people could hear more world news.