Blog Post #1 - Lego Ad

Lego has come a long way. We can easily notice that the first concept used in this ad is intertextuality, which is defined as the use of a material that had already been created. Lego Company uses the Stonehenge image in this advertising to convey some interesting concepts that the reader will tie to the company's product. The first thing we notice is the use of Lego bricks imagery as the building stones of the structure.  Stonehenge was built approximately 4600 years ago, it is considered one of the first structures built by mankind. The ad uses the highly recognized Lego brick shape on each stone as a signifier, and signified that Lego bricks have been around since the beginning of mankind. Legos are the basic bricks for building structures, and humans have always used them to build. 

Another important concept in this ad is the text at the upper right corner of the ad. It reads “In the beginning there was the stone”. This phrase, plus the use of Stonehenge imagery, is used to convey the idea of worship, where the deity is a Lego brick. We can easily associate the phrase structure and word choice (“In the beginning”) with religious phrases and books. The use of Stonehenge as a signifier helps convey the idea and signified the idea of a deity. It is believed that Stonehenge was built as an act of tribute to a certain god or deity. Through the change of the stones shapes, Lego advertising makes the reader believe that mankind was worshiping Lego bricks.  We can also notice the use of the “the” before the word stone. It is not a stone, it is the stone, conveying the idea that Lego bricks are the only and best building shapes.