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By: Samantha Saldana
This is a picture is of a lego commercial in 1961, around the time when LEGO's first started out. This advertisement was geared to interest children in LEGOs.
The target for this advertisement was children mainly boys.
In the advertisement they
use children to show how fun the LEGOs are and display structures to help children imagine themselves building the structures.
In this advertisement structure and order is valued, this is shown by the boy building a skyscraper after completing the other buildings. By showing finished buildings the advertisement shows it values results and accomplishments.
In this picture we can see that the girl is step to one side is partly cut off. Her position in this picture suggest that LEGOs is a toy for boys. This is further emphasized by the fact that she is only touching playing with a car instead of the LEGO's. Although the little girl shows interest in the LEGOs this can be brushed off by the fact that she's so young. Although the girl does have a slight smile it does not seem that she is truly happy,while we can see that the boy is truly enjoying building with the LEGOs. Suggesting that LEGOs would be a better fit for boys.
When you see this advertisement in the feminist lens you see that the girl in the picture is not treated equally as the boy. Her position in the advertisement, and the fact that she's only playing with the car represent that her role as a girl is to step aside and let her brother take the lead and create.
In this advertisement we see that they are using ethos my displayed happy children. By seeing this children happy while playing with the LEGOs makes the audience happy. For parents it make some want to see their children as happy as the ones in the advertisement. Children who see this advertisement want to have as much fun as those on the advertisement.
This advertisement was used around the 1970s. Advertisement main purpose was to interest kids colorful blocks and show parents that because of LEGO diversity kids will not get tired of it easy
The audience for this advertisement are parents and children especially boys. By using the right colors it catches the child eye, and by showing multiple structures it just shows how diverse the LEGOs are. To intrest the parents in LEGOs that use kids who are very focused on building the structures suggesting that if they do get this toy for their kids they will be oentertain for a very long time.
In advertisement we see LEGO buildings placed in a way that resembles a town. By doing so and by using blocks the advertisement implies that LEGOs will teach kids structure.The advertisement also shows that there is a value in focus shown by how focused the boy is on building his house.
In this advertise we once again see that the little girl is pushed to the side. however in this advertisement the differences she is playing with the LEGOs more specifically the LEGOs that are used to construct the house in front of her. Showing that she has causing disorder when she is playing with toys "are not for girls". This advertisement once again emphasizes that that LEGOs are more geared towards boys than girls.
This advertisement reinstates that there is an importants in structure. And if this advertisement were to be viewed with a feminist lens see that one of the structures that is emphasized in this advertisement is gender roles. This is seen by the way the girl is portrayed in the advertisement she is given a role that suggest she is causing trouble. By doing this the advertisement is showing that LEGOs are not a toy for girls and also suggest that girls curiosity can only go so far before it causes trouble.
This advertisement is once again using ethos by using children. however in this advertisement they're not only using the children to covey a happy feeling but also using admiration. It is admirable that the boy has such dedication and built the town. Making the parents want their kids to accomplish something as admirable as he did.
This is an advertisement that was used in the 190's. The main purpose of advertisements like this were to show that LEGOs where toy is that allowed children to show their creativity.
The audience for this advertisement are parents and children. The advertisement tries to convince parents that LEGOs allow children to show their creativity. and by showing them some kids achievements it leads the parents to wonder of what their own child can achieve. By using bright colors the advertisement catches the eye of children. By seeing other children's create they themselves wounder what they can do. and by using children they are able to get their younger audience to imagine themselves creating those creations and parents to imagine their kids.
In this advertisement we see that it values creativity and accomplishments. By not placing a box or a manual and the picture we are only going to assume that these children created these creations by their own imagination. Creating a value of creativity. By adding the texts were able to imagine that these kids are very prideful of their Creations is showing attachments is valued.
Although the girl is much younger than the boy her creation is much messier and chaotic. By showing this difference in accomplishments it shows there's not much expected from the girl. They're once again using a young girl showing that it is okay for her to play with LEGOs at that age because she is curious.
By using the feminist lens on this advertisement the use of younger girls show that although girls can play with LEGOs it is only accepted because of they are curios. This gives the expectation for them to grow out of liking building things with LEGOs. This expectation shows that LEGOs are more geared toward boys than girls.
One logical fallacy that they use is hasty generalization. in this advertisement they use hasty generalization by suggesting that all kids are like the two on the advertisement..
Another way that this advertisement use logical fallaciesbynis by using non sequitur. they use non sequitur with the caption "LEGO toys build anything Esoecially pride". There is no evidence to show that LEGO toys build pride.
In these advertisements, we see that they are using ethos by using happy children to convince parents that LEGOs was a toy that their child would want to play with. To convince the parents they use the emotions of pride and happiness. The advertisement makes parents question how much pride they will feel if their own child accomplishes something like this and how happy they will be and how happy they will be that the children are occupied. When children see this advertisement they imagine how fun it is to play with a toy that has no rules and allows them to be creative.
The advertisement of 2022 focuses more on a very diversity of LEGOs that are offers for both genders.
The audience for this advertisement are parents, children and preteens. To appeal to the girls LEGOs used pastel and brighter colors, and to appeal to the boys they displayed many types of vehicles. This equality appeals to the parents. By using the setting of a house it makes it very easier to imagine that this event toke place in their own home.
In this advertisement we see that there is a shift in values. This shift in values is shown by how both children are positioned in such a way where they have equal presence, showing that the valley that is emphasized is representation.
We can see in the advertisement that the boy and the girl have very different LEGO sets. This differentiation suggest that they shouldn't have to play with the other genders LEGO's. and the difference between the two LEGO sets does not stop by just the colors. Not only does the girl have more people she also have the different type of LEGO people not to mention that her structures are more colorful and have more details. While the boys vehicles are more complex than anything the girl has.
Viewed with the feminist lens this advertisement does not give equal treatment to boys and girls. instead of adding the pastel blocks or changing some of the colors of the regular LEGO blocks LEGO decided to create a completely different style of LEGOs for girls. By creating such an obvious difference in the boys and girls LEGO"s it is suggesting that you should play with LEGOs that you are meant to play with.