Persuasive Genre Analysis

In this ad, Lego is encouraging its users and potential users to “create your own story”. The company is reminding them that with legos they have the ability to create a new and interesting narrative. An example of a new story is princess Leia walking away from Han Solo with an ewak. This comical ad serves to persuade consumers to buy legos to make their own chronicle using the toys. The audience of this advertisement is, surprisingly not the children who will play with the legos, but the parents who will buy it for their children. This is because the storyline behind the advertisement would not be clear to anyone (even some adults) who haven’t seen Star Wars and aren’t familiar with the story line. It uses a visual mode and the media this ad would utilize would be a website page or a magazine. Ethos is uses to hit at the emotions of the user by presenting them with a story that contradicts their belief system and prompting them to, once again, make their own story. The style is simple with minimal text which makes it clear for the audience to understand what is happening. This visual ad could easily be transformed to include audio by making it into a TV commercial where Han and Leia are walking together and then she runs away with an ewok leaving Han sad. Once more enticing the consumers to buy legos and create their own story.