Context

Context ♡

Capitalism: An economic and political system in which a country's trade and industry are controlled by private owners for profit, rather than by the state.

Lego Movie: Lord Business is the president of Lego land, who presides over a dictational state. His regime creates virtually everything in the Lego society and he uses televised broadcasts to inform his citizens that they will be executed if they disobey. He controls a secret police, who are ordered to torture rebels.

Set product: This is reflected in now of the films posters. Lord business is towering over the other Lego figure, who are running away from him hysterically. He has complete control as the 'evil/ characters whom he is in charge of creating mass hysteria and destroying the city.

Reflects society: As America is a capitalist society, The Lego Movie poster (main one) reflects this and the time was produced.

Lord Business is symbol of austerity. In 2014 there were difficult economic conditions created by government measures to reduce public expenditure (pay cuts property cuts) due to economic slump and world wide recession that began in 2008.



How did the film industry reflect the arts and culture of the time it was made?

Different characters
Morgan Freeman is playing a hero character. The fact that a black character is playing a hero is a countertype to traditional views of black people in media where they are normally seen as criminals/dangerous. 

Wyldstyle's character reflects how in 2014, society was changing and women were treated equally to men. This is reinforced by her fighting skills and coloured hair which connotes individuality and how strong she is. 

Intertextuality 
The use of intertextuality reflects pop culture that was present in 2014. For example, having the character Batman highlights how popular he was at the time and appeals to the target audience

Technology 
The fact it is available in 3D reflects how at the time technology was evolving and changing to be more advanced

To what extent does Propps character theory fit The Lego Movie poster campaign?

The character of Lord Business conforms to Propps theory as he is displayed to be a traditional villain. This is demonstrated through his angry facial expression and the fact that he is wearing a large red hat which connotes anger and evil. Contrastingly, the poster with Wyldstyle goes against Propps theory. She challenges the princess character because of the coloured stripes in her her, suggesting she is indecent, bold and does not need saving. This reflects the views on equality at the time of 2014.