Denotations: things that really caught my eye were the censored gun, the alcohol, and the ring of sweat down his neck. The man is clearly distressed. It gives the viewer a sense of panic and unease as we view this graphic image. But the Lego logo immediately cuts the drama and any intensity down because Lego's are notoriously fun, for kids, and family friendly. So why would they have an ad that looks like this?
Connotations: if you think about who Lego's biggest competitor is, naturally it's television. With this campaign ad, Lego took images from TV shows and censored out the harmful part- implying that with Lego's you're not only avoiding bad content, you're always using your creativity and doing something beneficial for yourself. I think Lego's shot at the TV industry is very effective. Promoting free play, imagination, and building something with your own hands is much more enticing than letting your brain rot in front of a screen. Also the way the words are written "kids shouldn't watch too much tv. LEGO" is short, simple, and rememberable. It also packs a powerful message in such a simplistic image. Makes me wanna go buy some Lego's thats for sure!
The blurred out hand is gun is actually made of Legos...Weird. Pretty gutsy advertising. Could be taken the wrong way, I reckon.
ReplyDeleteTHAT'S FOR SURE!
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