This ad manipulates the viewer's need for curiosity and their need for aesthetics to create the association between Legos and art in the viewer's mind.
The foremost appeal in this ad was the need for aesthetics. This, and the need for escape, were used by the advertisers to make the connection between Legos and the imaginative wonderland in the mind of a child. The shadow of the plain, blocky Lego structure is an elaborate dinosaur, implying that Legos will help a person escape to their imagination, where they can leave their drab, boring life. The color schemes used in the ad also contribute to this effect; the presence of something as wondrous as a dinosaur in an environment of only two simple colors implies that there is more than meets the eye with Legos.
Lego also employs the need for curiosity in their ad. The main way this ad employs this appeal is the lack of words or significant information. People see the ad, and are not pestered with words or claims about the product. This in itself sparks curiosity and makes the ad memorable to the viewer. However, the stark strangeness of the ad also makes the viewer curios. At first glance, an ad that only features a few Lego blocks is certainly strange, as they do not really provide the viewer with a reason to buy the product. Also, once the viewer notices the shadow of the blocks, the appearance of a dinosaur in an ad is also shocking and memorable.
I liked this ad. It is simple and creative, and gets a point across not only in a way that is fun and artistic, but also in an honest way. Lego, while still using advertising appeals, is not trying to tell you anything about Legos that isn't true, at least in my opinion. To young kids, Legos are a great toy that they can be imaginative with.
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