Introduction
This advertisement was part of a print campaign “Creativity Forgives Everything” created by an advertising agency for LEGO; the title of this advert is “Fridge” and it was released in February 2014. LEGO is an internationally-known toy manufacturing company that addresses a range of cultural target groups, but more specifically for a western audience; owing to this, the text of the advertisement is in English. From the language choice and words chosen for the advert’s slogan, it can be inferred that it was targeted at a more educated audience belonging to or above the middle-class as they can afford to buy Lego’s products, specifically parents. It is possible that the advert appeared in a number of magazines sold in both western …show more content…
Inferring from their physical features, which are icons, it is possible that they are brothers (code) since both sport similar features such as brown hair and dark eyes. Conversely, not all brothers in reality look alike and the boys might be faking a brother-like relationship (an icon for index); this can be reflected by their proximity in the image and their display of ‘trust’, with the younger boy being carried by the eldest. The yellow mini-figures are representative icons for LEGO that members of most middle class families will recognise. The figures signify that the igloo inside the freezer is made out of Lego and not, logically, out of ice; this is further supported by the linguistic symbol, LEGO’s logo identifying the product are being advertised. From common knowledge, LEGO’s main target groups are children; the advertisement deliberately focuses on the boys playing in an environment most well-off children are exposed to daily, in this case, the kitchen. Moreover, the colour themes of the kitchen match that of igloo set and the children’s clothing; personally, this prevents the background and the props from taking attention away from the initial message and signifies the cold, antarctic theme of the Lego used in the advert. Supporting this, the children are intentionally situated in front of the fridge, which gives out cold air, …show more content…
It can be assumed that the eldest child is staring up at a parental figure standing at the kitchen doorway; his open mouth and raised eyebrows indicate that they are or about to get caught in the act. Meanwhile, the youngest looks at the viewers direction as if to say to ‘Uh Oh, we have been or will be caught’. With reference to the ad slogan, an indexical symbol, the children look fearful as they are under the assumption they will punished once discovered; they do not expect to be forgiven easily. The way the boys are positioned, eldest carrying the youngest, is an index indicating that they figured out how to reach the freezer themselves, signifying their creativity and teamwork. It also shows that they are willing to go to such lengths to play their game of pretend, even risking to play out of bounds; this further signifies that Lego is so creative and authentic that it engrosses children to tap into their imaginations, a quality most western-styled parents value in their children. While the youngest’s damp hands and jeans are indices that the boys has been playing with the freezer, the liquid dripping out of the freezer, which is an iconic sign of water, is or acts as an index that they have been playing for quite some time. Moreover, the advertisement as a whole might an fake indexical sign, though viewers will instantly assume that the advertisement
This advertisement was part of a print campaign “Creativity Forgives Everything” created by an advertising agency for LEGO; the title of this advert is “Fridge” and it was released in February 2014. LEGO is an internationally-known toy manufacturing company that addresses a range of cultural target groups, but more specifically for a western audience; owing to this, the text of the advertisement is in English. From the language choice and words chosen for the advert’s slogan, it can be inferred that it was targeted at a more educated audience belonging to or above the middle-class as they can afford to buy Lego’s products, specifically parents. It is possible that the advert appeared in a number of magazines sold in both western …show more content…
Inferring from their physical features, which are icons, it is possible that they are brothers (code) since both sport similar features such as brown hair and dark eyes. Conversely, not all brothers in reality look alike and the boys might be faking a brother-like relationship (an icon for index); this can be reflected by their proximity in the image and their display of ‘trust’, with the younger boy being carried by the eldest. The yellow mini-figures are representative icons for LEGO that members of most middle class families will recognise. The figures signify that the igloo inside the freezer is made out of Lego and not, logically, out of ice; this is further supported by the linguistic symbol, LEGO’s logo identifying the product are being advertised. From common knowledge, LEGO’s main target groups are children; the advertisement deliberately focuses on the boys playing in an environment most well-off children are exposed to daily, in this case, the kitchen. Moreover, the colour themes of the kitchen match that of igloo set and the children’s clothing; personally, this prevents the background and the props from taking attention away from the initial message and signifies the cold, antarctic theme of the Lego used in the advert. Supporting this, the children are intentionally situated in front of the fridge, which gives out cold air, …show more content…
It can be assumed that the eldest child is staring up at a parental figure standing at the kitchen doorway; his open mouth and raised eyebrows indicate that they are or about to get caught in the act. Meanwhile, the youngest looks at the viewers direction as if to say to ‘Uh Oh, we have been or will be caught’. With reference to the ad slogan, an indexical symbol, the children look fearful as they are under the assumption they will punished once discovered; they do not expect to be forgiven easily. The way the boys are positioned, eldest carrying the youngest, is an index indicating that they figured out how to reach the freezer themselves, signifying their creativity and teamwork. It also shows that they are willing to go to such lengths to play their game of pretend, even risking to play out of bounds; this further signifies that Lego is so creative and authentic that it engrosses children to tap into their imaginations, a quality most western-styled parents value in their children. While the youngest’s damp hands and jeans are indices that the boys has been playing with the freezer, the liquid dripping out of the freezer, which is an iconic sign of water, is or acts as an index that they have been playing for quite some time. Moreover, the advertisement as a whole might an fake indexical sign, though viewers will instantly assume that the advertisement