LEGO Ad: Build Pride

Repetition- polysyndeton	There is a frequent use of the words like “universal”, “anything” and “whatever they want” emphasizing the idea that with LEGOs you can let your imagination run wild and let your creativity take over. Additionally, the ad makes several references to “children” not specifying a gender or using he/she pronouns. This reiterates LEGO’s initiative since the 1960’s to make a toy set “for both boys and girls”. (Perhaps an additional reference to the frequent use of “universal” in the ad)
Paraprosdokian- The latter part of a sentence causes the audience to rethink the first part.	“LEGO toys build anything. Especially pride.” The last segment refocuses the emphasis of what they are “building”. It’s not the toy or specific items that the child makes that matters, it’s the pride in creating. We can see this in the expressions of the children themselves as they hold their creations with obvious pride.
Exaggeration/hyperbole-using exaggerated terms for effect	“And big children or small, whatever they build with LEGO will make them feel 10 feet tall”. This uses exaggeration to once again convey the idea that children’s imaginations can run wild and they will take pride in their creations. And since most children will not read the fine print on such ads, or even comprehend most of the text, these themes are meant to speak to the parents of children, perhaps to remind them of their own days as children in efforts to encourage the purchase of the product for their own children.
Flat- No illusion of depth	The picture is rather focused on the two children and offers no other dimensions really. The background is empty and solid colored.
Balanced- The image is symmetrical and stable.	The image is centered on the ad quite nicely. Both the boy and girl are evenly set, with no preference to one or the other. This is quite obviously in tune with LEGOs intent on making their toys gender neutral and their ads all-inclusive.
Empty space- There are few figures in the frame or is much white space.	The background is empty. Not trying to tell a story with background context or design. Instead, LEGO is trying to portray a feeling or image in that moment. It just focuses on the children and their LEGOS
Long Shots	We see the full picture of the two children focusing on their position slightly crouched on the floor as if they had just finished creating. They hold up their creations, which are also rather gender neutral (just vehicles-no girly playhouse or female characters for the girl)
Font	The main text is bold and a crisp white, obviously to draw the eye-almost before even viewing the image on the ad itself. If the viewer sees the bold text first, it may influence their perception of the image itself once they look at it.