Advert Analysis : early 80's Lego Advert
The copy: is the text informative? What is the slogan/keywords?
Yes the text is informative. The slogan is (Lego toys build anything, especially pride) which makes us think that playing with Legos brings pride of the accomplishment
The graphics: What is happening in the illustration? How does the design affect the message?
The design is simple and effective. The illustration features 2 young kids, a boy and a girl being happy presenting their builds. The design is inviting to every kidÂ
The brand: is there a picture of the product for sale? How important is it to the ad as a whole? Consider the brand name and packaging if any.
The kids are holding the Legos. And they are expressing joy and pride of what they engineered. So yes, it is pretty important t the ad. The packaging is also present in the ad
The Logo: is the product logo shown on the ad and what does it tell us about the product?
It is shown in the corner and it tells is that it’s a friendly brand through the bubbly typography and bright coloursÂ
Characters: are there any characters in the ad? What is their relationship to each other and to the reader?
Yes there are 2 characters that could be friends or family or siblings. Our relationship to them assuming we are the parents (target audience) is to project our kids image into these happy kids.
Story: does the ad tell a story?
Yes it dose. That the 2 children have enjoyed their new toy and that the toy is aiding in their development
Reminders of other media: does the ad remind you of another ad from the same product (or a similar product), a TV program, a book, or a film?
Yes this ad is very much like the other ads of its era, the 80s of the past millennium. Very family friendly and geared towards a growing nation that is the USA at the time.Â
Slogan: what is the slogan?
Lego toys build anything, especially pride
Target Audience: who do you think the ad is aimed at?
Motivation: how is the ad trying to persuade the target audience?
By building a strong connection of a healthy personal development and the product as well as a promise of a fun time
Who or what is being represented? Who is the preferred audience to this representation?
White kids in the USA the Ages From 5 To 7, the audince being their parents and them
What are they doing? Is their activity presented as typical or atypical?
Very typical, casually playing with legos
Why are they presented? What purpose do they serve? What are they communicating by their presence?
They communicate that the product is fun and that serve the purpose of portraying healthy kids
Where are they? Are they represented as natural or artificial? What surrounds them? What is the foreground? What is the background?
They are in an enclosed space that is supposed to bring attention to them because its not distracting and the colour of the backdrop is meant to feel like home