Persuasive Genre Analysis

This advertisement is created by the toy building company, Lego. However, these are not any ordinary legos, they are the Star Wars edition. In the left top corner it states this, but because of the vast knowledge of the Star Wars movies and theme, it is easy to identify what it is. The advertisement is aimed toward both Star Wars and Lego fans. Legos, being a primarily children's toy, may spark some interest in some older customers due to the Star Wars theme. The purpose is to combine the audience and promote sales. The advertisement shows Princess Leia and Chewbacca closer than Luke Skywalker because they are easier to identify with the theme. Luke is also holding a flower in his hand which automatically tells you he is interested in Princess Leia. The advertisement tells part of the Star Wars story while selling their product. The mode and media of the ad is digital and visual because you see what is going on and really have to look at it to understand. The ad is also taken off the internet and shown on digital devices. The rhetorical appeals used are pathos and ethos. Pathos because the characters in Lego form are cute and small which is enjoyable. Star Wars fans who are into collecting items of the movie may see this ad and "need" to have them. It makes us emotionally attached to the legos because of their cute portrayal of the characters and the story shown in the ad. Ethos is used because Lego is showing that they know the story of Star Wars and isn't just using the characters to make legos. They show their credibility in the movies by showing a part of it. The style and design also have a part in promoting the ad. The ad is primarily red, a bright and eye-catching color, which grabs the attention of customers. The way the legos are positioned are stationary which is in a practical lego sense. The story the ad is showing is also representing the way legos are supposed to be used, to play and create stories and scenes as you would with dolls.