Lego targets parents, offering an alternative to television!
From the first glance, it is immediately noticeable that this controversial advertisement is clearly very different from the traditional advertisements one would expect from Lego. It definitely has the parents as the target audience and is focusing on the parent’s fear of bad influences on their children.
When one considers who the preferred, negotiated and oppositional readers would be as defined by Stuart Hall (Hall et al. 1980), it becomes noticeable that the preferred reading for this advertisement would be that of wealthy young parents that can still relate to playing with Lego when they too were children. Even more so would be the parents that are influenced by the …show more content…
The target audience of the advertisement can easily make a connotation with the signs given in the first frame that this woman is about to have an intimate and maybe even sexual encounter. Her partner being unknown to the audience does signify that he is likely unknown to her as well. The door in the right of the image serves as a great use of an anchor to confirm to the audience that these two are about to have a monument in private behind a closed door.
The signs in the second frame of the advert can be denoted as a young male sitting on a white sofa holding an object to his head. The audience cannot see the object his holding as it has been censored out with Lego blocks. There is also a bottle of orange liquid with black labels. The room the man is sitting in is very sterile and empty and the only other known items visible is a newspaper, knocked over drinking glass and a chest of draws in the background.
As with the first frame, the creators of the advert, DDB advertising agency (Best-ad, 2009, online), were relying on semiotics. They were trusting that in our modern culture the audience would be able to see the censored shape and colours of the Lego-pixelated object and use it as an indexed sign to derive the meaning that the man is in fact holding a gun against his head.
This notion is anchored by the man’s facial expression. The clever use of semiotics tool of
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No matter where children are or what they are doing they’ll always find some sort of advertisements. It can be when their casually watching television, reading a magazine or just playing games on their computer. Advertisements are different forms of communication whose purpose is to make their product known to the public. Marketers aren’t partial to certain people; they target anyone and every age group, but recently there has been an upsurge of advertisements aimed towards children. In Eric Schlosser’s article, Kid Kustomers, he demonstrates how child advertising has boomed by the tactics marketers use to get children to want and demand certain companies’ products.
One of the most successful marketers is quoted in the article “Get kids to nag their parents and nag them well”(260). In the initial few sections, he discussed the present time effects of the advertising on youngsters. Through this he contend that, previously, there weren't numerous child based marketing organizations that concentrated exclusively with respect to children and have their own kids' divisions, while now, they have huge amounts of organizations that makes a whole advertising division for the
The advertisement that was chosen for this project covers that of gun issues, especially with the increase of school shootings over the years. Right off the bat with the advertisement come at full force with the message it wants to spread and the change it wants to bring. On the left side there is a young boy holding a Kinder egg; which is banned in the US as a hazardous toy. Whereas on the right there is a small girl who is holding a rifle of sorts. Both children hold a steady and grim gazes as they stare at the viewer; it is meant to be in a way unsettling and putting off because we never want to see children in any sort of harm's way.
Each piece of information is presented with background information or evidence that allows the reader to retain the information and accept it as true. When Schlosser introduces the topic of research on children he supports it with sources such as, “Dan S. Acuff-the president of Youth Market System Consulting and the author of What Kids Buy and Why (1997).” Schlosser remains cautious to keep the article from becoming overly factual with statistic and studies, he uses example or events to back up his claims. As an example, Schlosser talks about the perfect synergy of two companies collaborating to create an unstoppable sales tatic. As he discusses this he throws in many events of when these tactics worked, “In 1999 McDonald's distributed eighty different types of Furby. According to a publication called Tomart's Price Guide to McDonald's Happy Meal Col- lectibles, some fast food giveaways are now worth hundreds of dollars.” The way the author approaches to support his information is strong because it is necessary for the content without making the information too factual and
In the essay “Kid Kustomers” by Eric Schlosser, the author addresses how companies use advertising as a way to lure children into buying their products. The author eventually convinces the reader that children then influence their parents into buying the product as well. Schlosser incorporates statistics about how much McDonald's sold their happy meals to children between the age of three and nine. This is simply because children watch more tv and go on the internet more; therefore, they are more likely to see more advertising, and eventually pursue their parents to buy them the product. In an informative tone, the author is speaking to parents with young
In “Kid Kustomers” (2001) Eric Schlosser illustrates using various techniques used by advertisers in targeting children for business purposes. He uses various quotations from other authors and experts to support their facts and to show the emotional position though variation of degrees. It is worth to note that, he explores rhetorical strategy as a device to make the readers accept his arguments. Schlosser outlines his facts in a systematic logical approach.
By making the words seem inconsequential in comparison to the image the artist immediately gave the words more power. Once noticed the revealing words explain the image and allow for the mind to wander to all of the battlefields it has heard of. The natural toned background split down the middle also plays a role by giving clear lines of separation between the gun and the megaphone. Even the color scheme plays a role, on the side with the gun the background is an unappealing yellowy-green, while the side with the megaphone has a nicer calming silver background. These choices allow for the reader to, even without the text, decipher the meaning of the ad.
Denotation- The advert starts with a purple screen, the camera then pans across to something with black fur. As the camera continues to move across and starts to zoom out, we see it is a close up of a gorilla, with an earpiece in. We see him close his eyes, taking deep breaths and clicking his neck, at one time he snarls at the camera. The music slowly builds up, at the point when we see the gorilla is sitting at a drum set, he starts to play them. All this time the camera is slowly panning out to reveal him to be in a music studio surrounded by mic’s and speakers. The advert finishes with a purple screen and showing a bar of Cadbury chocolate.
On the man's right (the direction in which he is looking) is a woman wearing a short black dress with black heeled-shoes. The woman is holding onto the right arm of the man, clutching a purse with her right hand. Her head is turned toward him and she appears to be smiling. Much of our reaction to this ad comes solely from looking at these two individuals. More specifically, from the image of the man.
The ads focal point is a baby with a stern look upon his face. He has his hands folded, and he is dressed as an adult playing the role of a mad or upset boss. There is no conversation in the advertiesment but located in the corner are the words, "Don't irritate your new boss". Also, a huggies baby wipes logo appears in the bottom right corner. The background is a plain light blue color and the baby is dressed in dark blue, it is very dull yet the words explain everything and give the ad its sense of humor.
Lego adds their own flair to the ad by meticulously recreating the attack with actual legos and smoke. Since the Lego Group sprouted from Denmark, an assemblage of thorough research must have been implemented to perfect the magnitude of the incursion, proving through detailed work that they are indeed knowledgeable of the attack. Moreover, the Lego Group is known as an acclaimed company due to the success of their products that embolden creativity. Since Lego has already established itself as a credible source for children’s toys, parents will find themselves more willing to buy the products once they recognize the Lego logo. Furthermore, the brand reassures the audience that the advertisement is not what it appears to be. Legos have the connotations of happiness and childhood; accordingly, the viewers will understand that the ad must be concerning more sanguine topics than what the photograph presents itself
The advert starts with a man lying on the road with shattered glass on and surrounding him. As he lifted his head up, wounds could be seen on his face. When the man started to observe his surrounding, a group of lawyers ran towards him. One of the lawyers was dressed like a clown. Most of the lawyers were yelling at him, some were offering gifts, and a few more were begging. In addition, his phone was ringing, however the caller is unknown. It is presumed that it is another lawyer. Since the only sound we could hear, for the most part, was the narrator voice, we did not hear what the lawyers wanted. However, it is logical to assume that they want him to hire them. The narrator labeled the group of lawyers as “gimmicks” and “mascots”. Later,
Unlike the Logan advert, the title of this film is the highest in the typographic hierarchy this is because the movie title is in a different font and weight than all the other linguistic information. Lastly, the tagline speaks to the producer’s previous successes, which builds trust between the advert and the viewer this because we remember that movie that if we had a positive experience with the movie that we can trust the producers to make another positive experience. However, the typography within the advert is defiantly secondary to the formidable image that is the main focal point of the piece. The image is very dark, very little tone or diverse color; however, the main actors face appears to be highlighted and brought to the front by using the contrast of his skin color and a black background. The main actor is staring beyond the picture plane, which means he is staring directly at the viewer, creating a level of connection between the advertisement and the viewer. The main actor is also wearing clothes that speak to the time that the movie is set within, he also appears to be wearing war paint and is unclean. Which could create the myth that he has just finished fighting or he is just beginning? The main actor
The background of the ad has a color scheme of white and blue, a large portion of the background is white and the blue color is fading. I think they chose these two colors because of the BMW logo which is blue and white for simplicity. To the left side of the ad shows someone’s legs, below the knee which fills up the majority of this ad; the left leg is normal, while the right side is an artificial leg. To the right of the ad there’s a black colored vertically aligned text saying:” Spare parts for humans are not as original as those for cars.”. Under that text is also vertically aligned with the text above saying “Don’t Drink and Drive”. Below that there’s a small text saying, “Issued in Public Interest by”, following with a small BMW logo underneath
At first glance the advertisement seemed so simple and to the point, but the image has an emotional pull that people still cannot resist. We see a beautiful woman basking in the glow of the night’s sky. In the background we see the castle, which represents her