Persuasion In The Architectural Toy Lego's Bionicle Advertisement

1704 words - 7 pages

IntroductionCommunication is the process of creating, transmitting, receiving and interpreting messages between a source and receiver(s) (Mullin, 2006, September 28). Communication ranges from intrapersonal communication to mass communication. Intrapersonal communication is an exchange of message within a person, making the person himself both the source and the receiver. However, mass communication usually involves a speaker targeting a large amount of audience; meaning that the message being sent for the designated audience is either to inform, entertain or persuade (Inmon et al., 2002). In this paper, the persuasion element of mass communication will be discussed through the analysis of the Bionicle toy advertisement. Through the credibility of expertise as a source characteristic and the positive emotional appeal as a message characteristic, the paper will be able to discuss the effectiveness of Bionicle ad in persuading its audiences. The ineffectiveness will then be accounted for by the Elaboration Likelihood Model, and in the last part of the paper, two empirical studies will be use to support the arguments on effective and ineffective persuasion.

Source Characteristic: Credibility for ExpertiseThe Bionicle is a line of toys manufactured by the Lego Group. The toys are made up of constructible parts that are based from the idea of classical elements and Polynesian methodology. There are instructions as to how to build the model but users can also construct the toy according to their own imagination and creativity. The users can load pin balls and their Bionicle characters to their models, firing to and from the fortresses they've built. The target audience of the Lego Bionicle ad is children from the age group of 7 to 16 because it not only requires building creativity with kit of parts but it also contain a common theme of heroes and villains that are children's favorite. Castles with towers, gate, shooting projectiles, and robotic characters in metallic colors are signs of masculinity. Therefore, it is even reasonable to narrow down the target audience to boys because of the masculinity of the design, appearance and environment that the toy entails. Moreover, the fact that the ad appeared on Nickelodeon, a cartoon channel further strengthens the claims.

The Lego Group has been making toys ever since 1932, famous for their bricks', beams', axles' and minifigures' ability to arouse creativities of children. Lego being one of the largest toy manufacturers in the world, was making gross revenue of $1.38 billion USD in the year of 2005, and having over 7,000 employees and opening their own theme parks, Lego are considered as a reliable source of toys for consumers. However, it is not possible to conclude that a...

Find Another Essay On Persuasion in the architectural toy Lego's Bionicle Advertisement

The Role of Persuasion in Julius Caesar

1201 words - 5 pages Julius Caesar By Madhu Srinivasan English 10 4/9/14 Topic: Write an expository essay on the role of persuasion in the play. Julius Caesar is a tragic drama written by William Shakespeare in 1599. This tragedy takes place in ancient Rome around 44 B.C when Rome was a great empire. Julius Caesar was a very important figure at this time as he was a very successful general who helped spread the Roman Empire and after his defeat of his political...

The Use of Persuasion in Jewelry Departments

1775 words - 7 pages Other people have a profound affect on our behaviors, emotions, and thoughts. A friend can coax another to drink alcohol at a party, despite being underage. A husband can convince his wife that she deserves to be beaten, and a professor can entice a student to prefer one philosophy over the others. These incidents demonstrate how easily influenced humans are, especially when they do not pay attention. Since the results can be severe, it is...

The Effectiveness of Sex Appeal in Advertisement

686 words - 3 pages The Effectiveness of Sex Appeal in Advertisement Sex is everywhere. It's in every magazine, on every television station, and in every movie. Sex appears in advertisements for everything from shoes to food to computers. It is understandable why advertisers use sex appeal since it sets their ads apart from the countless others. Ads with sex can be more memorable, but sometimes too much sex overpowers the ad, drawing attention away from...

Comparing and contrasting the use of digital technology in 'The Matrix' and 'Toy Story'

1966 words - 8 pages Technology has revoulutionised the face of cinema on many an occasion. The introduction of recorded audio to films in 1927 added another dimension to the cinematic experience as did the introduction of colour film processing during the mid 20th century. However no technology has made as much of an impact to every aspect of the film industry as the advent of the use digital technology. Since Star wars was released in 1977 the world recognised...

The Definition of a Gentleman in Jane Austen’s Persuasion

2280 words - 9 pages The novel Persuasion by Jane Austen uses two different perspectives of what it means to be a gentleman; namely, Anne Elliot’s merit-based perspective and Sir Walter Elliot and Lady Russell’s aristocratic perspective. At the time, landed gentry and aristocrats believed that a man could only be considered a gentleman if he owned land; came from a wealthy, noble family; and did not need to work for an income. However, due to the rise of the middle...

The Power of Sickness in Jane Austen's Persuasion

2659 words - 11 pages The Power of Sickness in Persuasion     Throughout the course of her work, Persuasion, Jane Austen offers much insight into the social aspect of English life at the beginning of the 19th Century.  Austen’s characters, through their lives, demonstrate how the landed aristocracy has seen their dominant grasp on the social scene loosened.  In addition, through various degrees of personal illnesses, Austen’s characters portray the human body as...

The Social Upheaval in Persuasion by Jane Austin

1036 words - 4 pages In the novel Persuasion, Jane Austin presents a story about the marriage of the main character Anne Elliot. In doing so she paints a picture of British society in the early 1800s when Britain was ending it’s war with France. She writes of the British Empire, which is characterized by the Navy officers returning home, and she writes of the social divisions of the time in the form of the distinction between the different classes of society. The...

The architectural treasures in Buffalo, NY. Richard Upjohn and his design styles.

1413 words - 6 pages Buffalo has been graced with many architectural landmarks in its long history. Many of which were designed by leading architects of the time and still impress those who take the time to view and enjoy them. These architectural monuments stand as a symbol of the greatness which Buffalo once possessed. It can be said, backed by the historical president set in Europe, that the greatest of these structures is a religious, mainly Catholic,...

The Objectification and Dehumanization of Women in Advertisement

1395 words - 6 pages Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’...

How an Architectural Intention Was Embodied in the Pyramids of Giza: A Relationship Between the Building and Geometry

3342 words - 13 pages Today the Pyramids of Giza continue to be a mystery to researchers and admirers of ancient Egyptian architecture. One of these great pyramids, Cheops, is among the Seven Wonders of the World and is renowned for its geometric eccentricities. They were built around 4500 years ago and are located on the western bank of the Nile River in Al-Jizah, Egypt. These buildings took on original construction that was sought after an Egyptian sophistication...

The Outsider in Hamlet, by William Shakespeare and Persuasion, by Jane Austen

2735 words - 11 pages In today’s social environment a person can be distinguished as being either an insider or an outsider to their surroundings. An insider being defined as a person who is recognized and welcomed in to the social environment. In contrast an outsider is a person who finds themselves distinguished from the rest, commonly unaccepted into the norms of society. The idea of an outsider versus an insider is a modern idea that writers have described in...

Similar Essays

Cognitive And Emotional Persuasion In Advertisement

1755 words - 7 pages Everyday we are bombarded with advertisements all around us; each trying to persuade us to buy their product or agree with their ideals. In order to sway people's thoughts in a particular way, advertisers use many different tactics. These advertising efforts all have the goal of influencing attitudes and perceptions about a given topic or commodity. As consumers, individuals benefit from being aware of such tactics and of the psychological...

Gender Stereotype: Gender In The Toy Store

1875 words - 8 pages Envision yourself entering a toy department and noticing numerous diverse aisles. In one aisle, you encounter toys packaged in complementary and color triads colors that include building sets (such as “LEGO”, “LEGO Super Heroes”, and “Angry Birds”) and a wide selection of action figures—Spider Man, Transformers, The Dark Knight, Power Rangers, etc. In the next aisle, adjacent to the aisle with complementary and color triads colors, you find...

The Architectural Movement In The Twentieth Century

1086 words - 4 pages IntroductionAt its highest quality of design and creativity, architecture becomes a form of passion, an idea from the concepts of art and science. Architecture is an approach of an architect's thoughts, emotions, values & beliefs creating innovations & inspirations. (The Resident Architect, 2010) Concepts build to reality tells out a story, acts out events held that connects mankind bringing a community and life...

Persuasion Techniques In The Workforce Essay

785 words - 3 pages      What is the most influential way of speaking that anyone can use that can change one’s belief in a matter of a few minutes? The techniques of persuasive language can alter the mind of anyone almost subliminally. The use of such techniques such as rhetorical questions, humor, parallelism, or exaggeration can change the mind even the most swayed believer. Good persuasive techniques are often used in the work force...