'The Lego Movie' UK Ad Break

	Trailer 1 British Heart Foundation	Poster 2 Confused.com	Poster 3 BT Infinity	Poster 4 Premier Inn	Poster 5 The Lego Movie
Cinematography & WHY (Shot, Angles, Movement) Why did they choose these shot types/angles? PICK SOME OF THE MOST IMPORTANT	Long Shot: Establish the Lego setting Foreground Shot: Focus on the patient and the person demonstrating CPR Zoom Out: Shows the other characters listening – reflects the audience Close Up: Reinforces the idea that mouth-to-mouth CPR is a myth	Long Shot: Establish the Lego setting Close Shot: Show the ‘youths’ expressions Over the Shoulder: Shows the view of the youths and makes you feel beside them High Angle: Makes the robot seem inferior and innocent to the youths	Pan Shot: Focuses on the happiness of the woman and the frustration of the man Foreground to Background: Foreground focuses on the loading device and the background shows the instant irritation the man feels Long Shot: Focuses on the man and woman, showing them as a couple Over the Shoulder: Revealing BT Infinity’s prices, to the man	Crane Shot: Showing the Lego setting of the train station Foreground: Focusing on the man in bed, with the busy settings in the background to show how comfy it is Zoom Out: Allows a nice setting to set up the announcement of the ‘Premier Inn’	Low Angle: Shows the citizens as inferior to what follows Zoom In Close Shot: Focus on Emmet’s concerned face Background: Reveals Batman as part of the story
Editing & WHY Fast paced? Continuity editing? Any transitions? Two shot?	Slow Paced: Allows the main character to get his CPR instructions across Straight Cut	Moderately Paced: Reflects how the youths are chilling out, but also cuts several cuts to show all the different characters expressions Straight Cut	Moderately Paced: Fast paced when they are resolving their broadband problem to reflect confusion and stress. Slow paced at the beginning and end to display them as a couple Straight Cut	Slow Paced: Reflects the comfortable, sleepy mood the advert wants to reflect on the audience Straight Cut	Fast Paced: Reflects wacky, animated action sequences, whilst also trying to display multiple elements in the film without using too much time. Straight Cut
Sound & WHY Diegetic? Non-diegetic? Parallel/contrapuntal?	Diegetic: More personal connection between character and audience if the character on screen is talking.	Diegetic: Establishes the characters as young people with the slang they use. Non-Diegetic: Music in the background reinforces the idea the characters are young.	Diegetic: Music reflects the mood when they decide to buy BT Infinity.	Non-Diegetic: Calm happy mood reflects perhaps the mood the Premier Inn gives you	Diegetic: Audience can hear what the characters are saying, also they might want to hear their favourite actors as voice actors. Non-Diegetic: Music reflects the ‘end of the world’ theme
Intertextuality Where the meaning of a text references other texts - homage, pastiche or parody, or by playing with generic expectations	Main character: Refers to Vinny Jones' cockney-gangster roles Song: Bee Gees - Staying Alive	Confused.com Robot: Very similar voice, vocabulary and mannerisms as C-3PO			Vitruvius in the arena: ‘Gladiator’ Dragon: Smaug from ‘The Hobbit’ franchise Lord Business: Galactus from Marvel Comics Lord Business says: "Release the Kragle!" - in 'Clash of the Titans', Zeus say: "Release the Kraken!" Train track explosion: Similar to ‘Spider-Man’ (2002) and ‘Toy Story 3’ opening scene Low-angle shot on roof: ‘Kung Fu Panda 2’
Race/ethnicity	All white to reflect the cockney-geezer character.	Mix of races, reflects their Londoner accents as London is multi-cultured.	Both white.	The man speaking is black, mixed-races around him in the settings.	Mostly white, except for Vitruvius, voiced by Morgan Freeman
Audience Appeal	Appeals to a more adult audience, as experiencing heart-attacks is too complicating and traumatic for kids. Also kids cannot ‘kiss your (their) Mrs. On the lips’.	For ages 17+ because it’s selling car insurance.	For older people who need to pay for broadband.	For older people to book a hotel.	For both adults, as they can identify intertextuality and their favourite actors as Lego characters, and for kids, it’s based on the most popular toy in the world.
Location	In a street or somewhere with concrete, to reflect the gang.	Car park, to reflect car insurance and the group of youths.	At home as that is where you put your  broadband.	Train station, grassy wedding venue and central London. All typically noisy places which you can even sleep through in a Premier Inn bed.	In the Lego world as that is where the story takes place.

Intetextuality from 'The Lego Movie' trailer:

From 2:52 - 'Clash of the Titans':

Pause at 2:55 - 'Gladiator':



Pause at 3:00 - 'The Hobbit: The Desolation of Smaug'



Pause at 3:02 - Galactus



Pause at 3:07 - 'Toy Story 3'



Pause at 3:14 - 'Kung Fu Panda 2'



How has media language 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' advertising trailer campaign, the use of camera angles in the Confused.com advert is used to emphasise how good the car insurance deal is. The use of a high angle shot on Brian shows Brian to be inferior to the youths. This is done to emphasise how even the youths, who joked about him earlier, are now very impressed by the deal Brian offers. This is done to reflect how the audience should feel when reacting to the car insurance deal.
In 'The Lego Movie' advertising trailer campaign, the love relationship in the BT Infinity advert, reflects what they will see in the movie. In the BT Infinity adverts it is about a couple, and also 'The Lego Movie', the movie revolves around Emmet and Wyldstyle's relationship. This is done so potential ticket-buyers understand what they are about to witness when watching 'The Lego Movie'.
In 'The Lego Movie' advertising trailer campaign, the diegetic sound in the British Heart Foundation advert is used to create meaning. In the advert, Vinny Jones' character talks to the audience about giving CPR. This is to make it feel like a direct address, so the audience can listen to his instructions about giving CPR.
To conclude, most media language in the whole trailer used is to make more money. This is because the camera angles, sound and editing makes the advert more likeable, whilst showcasing the great deals the companies have to offer.