VISA 1500 – Advertisement Analysis

Stephanie Pomeroy

Terryl Atkins

VISA 1500_01

January 20, 2021

Assignment 1: Part A

This advertisement for LEGO can be found in the December 2020 issue of Vogue magazine. “The LEGO Group has recently introduced a new mosaic building-styled collection that enables adults to reconnect with their creative side.” The LEGO Group have capitalized on this pandemic by releasing a fun activity for adults to use to unwind and disconnect from social media or the news.

The advertisement is divided into four sections. The top left section shows a model working on a small section of the Marilyn Monroe mosaic. To the left of the hand in this section, there is a phone that is shown to be playing music. An element LEGO is using to convey the message of tuning out and disconnecting from your surroundings. In the top right of the advertisement, the model is sat it business attire in front of the completed mosaic. The outfit choice of the model paired with the headphones showcases that the model is taking a break from her busy day to destress with this activity. When we look at the image in the bottom left of the advertisement, we see the model placing the completed mosaic next to 3 other completed variants of the LEGO sets. By the way the model has her head tilted and the way the light shines in her, you can see the content state she is in. The image also depicts that the completed LEGO sets can also be used as art pieces in your home and/or office space. The bottom right section of the ad highlights the LEGO logo along with the words “Listen. Build. Relax.” This is followed by the website address to purchase the new adult LEGO sets.

Overall, the advertisement conveys the message that it’s okay to let your inner child out and have fun while disconnecting from the world for a little bit. By having the model dressed in business attire as well as listening to music while putting together the LEGO set the ad captures the moments of decompression. With all of these elements in place I believe that the ad is effective in delivering their message of taking time to relax.

LEGO bricks and other parts are all made of plastic which when producing the product creates a lot of pollution. LEGO is working on reducing the amount of pollution by “taking a two-pronged approach to reducing the amount of pollution it causes.” The first step LEGO is taking would be “to keep all of its packaging out of landfills by 2025 by eliminating things like plastic bags inside its cardboard packaging.” The second step is “pushing for the plastic in its toys to come from sources like plant fibers or recycled bottles by 2030.” With this information we can see that LEGO are self-aware of the impact they have on global carbon emissions and how they are working to lower their pollution in the world.

Sources

Vogue December 2020 Issue