Audience and Uses And Gratifications

Audience

Who are the products targeting? 

1. children who play with lego
2. Adults who played with lego when they were younger
3. Families
4. Young adult cinema-goers
5. Both genders

Audience demographics

Gender

Race

Age

Class

Ethnicity

2. Adults who played with lego when they were younger 

• The lego movie advertising campaign targets adults who played with lego when they were younger. Warner bro's targets this audience by making everything in the trailer appear like it's made of lego, including the buildings, floor, people and furniture. This would give adults memories of their childhood fun in building lego cities, and spark some curiosity in the Lego movie as they identify their childhood with the main concept represented in the advertising campaign, (Lego)!

-Nostalgia as adults played with the yellow figures and these feature heavily.

-40-60 year olds
-Character benny is the first ever original lego figure who features in the main poster campaign.
-Intertextual references?

• Adults who played with lego when they were younger are targeted through the advertising campaign. These adults would be aged typically 40-60 years old and are both genders. The campaign targets this audience through the character Benny, who was the first ever original lego Figure who features in the main poster campaign. This provides nostalgia as adults would have played with this figure. 

3. Families

• mix of genders
• strong women in trailer appeal to women in family, emmet being a strong targets males in family. ?

4. Young adult cinema goers

• The names of actors are on the posters which appeals to cinema goers who aren't necessarily interested in lego, but are interested in specific actors.
• Intertextual references of DC characters like Batman and superman are on the main poster. This means that DC fans will appeal to he film since their interest is being represented in the posters. 
• Lenny Henry voiceover in the trailer. 

Trailer Audience

• They're interested in working with the Lego movie brand since this big movie will increase their buyers and revenue.

• This reflects the act of playing with lego itself (it's friendly, warm and humorous (fun and lighthearted)).
• They've taken a very serious subject (CPR) and made it humorous and lighthearted
• The adult audience is most likely interested in the film for a fun form of escapism, to look back at their childhood of playing with lego, so they would like it to appear more humorous than serious. 
• Children find more fun, humorous films appealing, rather than serious ones. 

• This could be appealing to cinema-goers who are familiar with these famous names.
• A middle aged-older audience would find this appealing since they're more familiar with the actors. 
• Adults who are familiar with the voice over for premiere in adverts may find it appealing that the same actor is doing the voice over for this trailer. 

• The lego store had the biggest turnover in that year in the USA and UK after the release of this ad break. 

Explain at least two uses and gratifications of film posters, using the Blumer and Katz's theory.

Refer to the lego movie poster campaign to support your answer.  

• Entertainment.. something entertaining in the poster
• eg. ... In the lego movie main poster, unikitty looks very out of place amongst the representation of connotations associated with an action film. This is humorous to most audiences (mainly teenage to adult audiences). Therefore, that aspect of the main poster adheres to Blumer and Katz's 'uses and gratifications theory' since it is a form of entertainment

• Personal identity
• eg...  teenage girls who look at the 'Wild Style' poster identify with her and relieve inspiration from her confident facial expression and bold style of dark makeup and colourful streaks in her hair. This strength represented in her poster allows teenage girls to identify with her and become inspired to be a strong woman just like Wild Style. Therefore the 'Wild Style' poster adheres to aspect of Blumer and Katz's 'Uses And Gratifications Theory' of personal identity.  

• Escapism
• The fact that everything in the main poster and character posters is made of lego (including the whole city)... this allows the audience to escape into this fantasy world completely made of lego.