Lego Trailer Analysis- advertising campaign

Lego Trailer Analysis

How has media language been 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 poster campaign, the Emmet poster consists of the character (Emmet) zoomed into his face, with a scared, screaming expression. Emmet has a stereotypical representation of an average white man. He was brown straight hair, yellow skin (representing the white ethnicity) and a builders outfit. The background consists of an average blue empty sky, filled with cranes and scaffolding. Cranes and scaffolding have connotations of a building sight, so this background reinforces the representation of Emmet through Mise-en-scene. Whilst, Emmet is represented as an average, uninteresting, non important man; the fact that he is the only character on a whole poster, and is zoomed in on (making him the focus), has a lot of meaning. It gives out a message that anyone can be a hero and anyone can be famous, or celebrated. Therefore, miss-en-scene creates meaning in the lego movie Emmet poster, by implying equality and speciality in all people. 

In the 'lego movie' British heart foundation advert, 3 men are seen performing CPR on a patient. Vinny Jones (an actor who usually plays gangster roles) is heard over the scene, as a form of non diagetic sound. His voice is stereotypical of a gangster, and some of the things he says come across as inappropriate considering the situation. For example, he compares giving 'mouth to mouth' to kissing someone on the lips. The fact that the characters are represented as white through the yellow squinting adheres to this stereotype of gangsters. 

This creates meaning because it shows that people of all classes and upbringings have the ability to do good in the world and save a life.