Uses and Gratification - 'The Lego Movie' (10 marks)

Explain at least two uses and gratifications of film posters, using Blumer and Katz's theory. Refer to 'The Lego Movie' poster campaign to support. (10 marks)

 Uses and gratifications theory suggests four different reasons why people consume media. Blumer and Katz crated this theory.
One way uses and gratifications theory can be related to 'The Lego Movie' poster campaign is through seeking self-identity. The marketing of 'The Lego Movie' character posters portray Wyldstyle as a cool and powerful woman. Female consumers of the marketing will be intrigued by this as they would aspire to be a strong woman.
Another way uses and gratifications theory can be related to 'The Lego Movie' is through social integration. The marketing of 'The Lego Movie displays many talking points on the movie, for example, DC characters and casting choices. Consumers of this marketing campaign will be encouraged to talk about this, if they are fans of things such as Lego, DC or the actors in the film.
Another way uses and gratifications theory can be related to 'The Lego Movie' is through entertainment. The main poster for 'The Lego Movie' displays genre hybridity. This is done to target different audiences, as it includes genres such as action, sci-fi, comedy, romance, animation and adventure.

Comments

  1. JCoSS Media DeptFebruary 13, 2019 at 8:44 AM

    YES Benji! Excellent stuff! 10/10.
    Good structure and excellent links to your set products and audience.

    ReplyDelete

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