Today’s advertisement exercise comes from an old Lego commercial made in 1955. http://bit.ly/14fMagE It will strengthen our analytical obliques and build our media literacy biceps. There are fundamental reflexes that become second nature as we practice analyzing media messages. There are questions to ask yourself when consuming media, they will help you to understand media messages. One of the questions is, “Who is your audience?” A fun improv game with the youth is to try and sell the Legos from the same commercial to an adult. What would be some of the selling points for an adult? What were some of the selling points for the young people? Consider their daily lives, work, likes, dislikes, recreational preference, emotional disposition, physical ability, dexterity, et cetera. Every person is different and you never know the mind. You are then left with a niche based on general frequented behavior. A little stereotyping will be necessary paired with some convincing pop, flair propaganda. Our adults will only then be convinced that they need Legos. We could sell it under the label “Once an adult twice a child.” This silly reverse marketing campaign makes deconstruction easier. It also allows for the critical thinking. The challenge for today is to construct the marketing campaign and advertisement appealing to the adult and convincing them of why they need Legos in their lives. Below are a list of 10 shots from the Lego commercial advertisement. Observe the different messages that Are communicated, some louder than others. Place your comments and ideas down below and may the best commercial win.
Girls can play too
You will find in the video a young girl who is just as excited about Legos (a seemingly male toy) as she builds a house. Maybe was building a doll house. Legos are for everyone
This scene directly tells kids to get one of their own. How does one propose to do this when a child does not own his own income? It looks like advertisers are looking to get kids to nag
Build a plane
In the 50’s you can imagine the fascination with the ability to fly, the boy builds a plane. Every shot in a commercial is intentional, striving to build toward a climax. The look on his face is one of astonishment and approval of the plentitude of Legos.
Hey kids look!
When you first begin the video You’ll notice the sound of a whistle very similar to the one you here on a playground or at recess. Then the narrator says “hey kids look.” Kids do not usually pay much attention to commercials, but with this introduction and three kids faces that are shown afterwards will quickly gain their attention.