Audience Homework
1. Why is genre hybridity used in the advertising campaign?
Genre hybridity is the combination of more than one genres within a media product. In 'The Lego Movie' advertising campaign, multiple different genres can be spotted. These include comedy, animation, adventure, action, romance and science-fiction. This would be used in a marketing campaign to draw a wider audience into watching the movie. This is because kids would appreciate the animation, adventure and romance, whilst adults may appreciate the science-fiction and both children and parents can enjoy both action and comedy. Including these in marketing makes adults and kids both aware of things that can potentially make them buy a ticket to see 'The Lego Movie'.
2. How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences?
In advertising campaigns, I believe the age of a target audience may effect the interpretation of the marketing more differently than any other demographic. This is because kids and adults generally alter the elements in movies they love as age goes on, which is just down to becoming more mature. When interpreting 'The Lego Movie' advertising campaign, I think children will be mainly focused and interested on the main character (Emmet), the colours and perhaps the title. The main character would stand out as he is right at the front and most of the focus is on him. A colourful poster also really intrigues children and presents a 'wow' factor amongst them that can really sell. The title is just interesting for children because they need to ask their parents to go and see it and the parents will say 'okay, what's the name of the film'. However, when interpreting the marketing of 'The Lego Movie', adults will look at the cast, intertextuality and themes. Cast memebers sell movies more to adults than kids because adults will of watched mre movies to recognise them and like them. Intertextuality such as the inclusion of DC heroes will make 'The Lego Movie;' seem almost like a 'must watch for fans of Batman, Superman, Wonder Woman and more DC characters. Themes will also set a tone to adults as if they are going to see an animated film, it shouldn.t be marketed as so childish that it will put you off. I think as a whole, when interpreting marketing campaigns children are more passive and adults are much more active. This could be because the majority of the time children don't have to worry about paying for the ticket.
3. How can the uses and gratifications theory be applied to the entire advertising campaign?
Genre hybridity is the combination of more than one genres within a media product. In 'The Lego Movie' advertising campaign, multiple different genres can be spotted. These include comedy, animation, adventure, action, romance and science-fiction. This would be used in a marketing campaign to draw a wider audience into watching the movie. This is because kids would appreciate the animation, adventure and romance, whilst adults may appreciate the science-fiction and both children and parents can enjoy both action and comedy. Including these in marketing makes adults and kids both aware of things that can potentially make them buy a ticket to see 'The Lego Movie'.
2. How might the target audiences interpret the advertising campaign differently? Is this reflected by their social differences?
In advertising campaigns, I believe the age of a target audience may effect the interpretation of the marketing more differently than any other demographic. This is because kids and adults generally alter the elements in movies they love as age goes on, which is just down to becoming more mature. When interpreting 'The Lego Movie' advertising campaign, I think children will be mainly focused and interested on the main character (Emmet), the colours and perhaps the title. The main character would stand out as he is right at the front and most of the focus is on him. A colourful poster also really intrigues children and presents a 'wow' factor amongst them that can really sell. The title is just interesting for children because they need to ask their parents to go and see it and the parents will say 'okay, what's the name of the film'. However, when interpreting the marketing of 'The Lego Movie', adults will look at the cast, intertextuality and themes. Cast memebers sell movies more to adults than kids because adults will of watched mre movies to recognise them and like them. Intertextuality such as the inclusion of DC heroes will make 'The Lego Movie;' seem almost like a 'must watch for fans of Batman, Superman, Wonder Woman and more DC characters. Themes will also set a tone to adults as if they are going to see an animated film, it shouldn.t be marketed as so childish that it will put you off. I think as a whole, when interpreting marketing campaigns children are more passive and adults are much more active. This could be because the majority of the time children don't have to worry about paying for the ticket.
3. How can the uses and gratifications theory be applied to the entire advertising campaign?
Your first two responses are really high level answers Benji - you've thought about audiences excellently. Well done.
ReplyDeleteYou need to now write about the uses and gratifications theory. I scanned in the pages from the student book to help you...if you still have it? You then need to answer:
Explain at least two uses and gratifications of film posters using Blumer and Katz's theory. Refer to the lego movie poster to support your answer (10)
This must be completed over half term please.
Miss C
Found it on the next post! I obviously got over excited...
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