Semiotic Print Advertisement Analysis

LEGO building blocks and the term LEGO are renowned throughout the world as one the most famous children’s toys. LEGO consists of colourful interlocking plastic bricks and an entire catalogue of attachments, figures, landscapes and various other parts. LEGO bricks can be assembled and connected in many ways, to construct such objects as vehicles, buildings, etc… Anything that is made with LEGO can then be taken apart again, and the pieces used to make other objects.

From a denotative point of view this series of ads has a very minimalist style approach. Each advert has a few pieces of LEGO placed together to form a shape of some sort and in the bottom right hand corner is the LEGO logo, which has LEGO capitalised in bold white text sitting on a red background.

  • The first advert has 4 yellow blocks pieced together, underneath this is a silhouette of what appears to be a dinosaur.
  • The second advert has two red blocks pieced together and a silhouette of an airplane underneath it.
  • The third advert has 3 blue blocks pieced together and what appears to be a silhouette of a tank underneath it.
  • The fourth advert has two white blocks sitting on top of each other and a silhouette of a ship underneath it.

The first and third adverts are placed onto a green background and the second and fourth adverts are placed onto a blue background. This adds a sense of contrast to the images.

1.       Yellow on Green

2.       Red on Blue

3.       Blue on Green

4.       White on Blue

What are the advertiser is trying to do here is to take a product that has been around for over 60 years, is well known throughout the world and appeals to a large demographic and market the idea of the power of imagination and the endless possibilities of the famous building blocks.

The first advert is a very simple stacking of blocks but with a little imagination and creativity it transforms into a ferocious dinosaur that can be used in any scenario imagined by the user. This notion is further backed up by the fact that the yellow pieces are placed on a green background, which could be associated with grass and terrain.

The second advert simply crossed two pieces together and from this the assumption that it is an airplane is formed. This notion is further backed up by the fact that the red pieces are placed on a blue background, which could depict the sky.

The third consists of some strategically placed pieces to from a tank that can be used to blast holes in other LEGO creations or simply used to travel around in. This notion is further backed up by the fact that the blue pieces are placed on a green background, which could be associated with grass and terrain.

The fourth advert consists of two blocks placed in a way that forms the idea of it being a ship. This notion is further backed up by the fact that the white pieces are placed on a blue background, which could depict the ocean.

This series of adverts carries a strong message but it is pulled off in a very simple and effective way. The message in the adverts is to show that creativity and imagination are an important part of a child’s development. They use these skills all the time in order to play and interact with toys and even, to an extent, to interact with people. Children make associations based on what they see, hear and what they are told. These adverts at a most basic of interpretations are aimed towards kids in the way that the target audience will have used LEGO in their childhood.

These adverts also show that the simple things are often the best. LEGO is proven to provide hours of entertainment and to stimulate and develop the brain. They are presented to us in a very clever and thought provoking way but with minimal amount content. Straight away when I saw these images they reminded me of the things I used to create with LEGO when I was younger.

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About hdoyle1986

Currently a 4th Year Creative Multimedia Student. Audio and Design are my major interests.
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