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.