American University of Madaba

Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM

Assignment #02
(Lego Advertisement Reverse Engineer)

Name: Rami Haddad

URN: (120130)

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 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM

2 | www.aum.edu.jo
 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM
The Lego group history:

The name 'LEGO' is an abbreviation of the two Danish words "leg godt", meaning
"play well".

The LEGO Group was founded in 1932 by Ole Kirk Kristiansen. The company
has passed from father to son and is now owned by Kjeld Kirk Kristiansen, a
grandchild of the founder.

It has come a long way over the past almost 80 years - from a small carpenters
workshop to a modern, global enterprise that is now one of the worlds largest
manufacturers of toys.

The LEGO brick is Legos most important product. The brick in its present form
was launched in 1958. The interlocking principle with its tubes makes it unique
and offers unlimited building possibilities. It's just a matter of getting the
imagination going and letting a wealth of creative ideas emerge through play.

What is the vision and the mission of Lego?

Mission:

Inspire and develop the builders of tomorrow

Our ultimate purpose is to inspire and develop children to think creatively, reason
systematically and release their potential to shape their own future - experiencing
the endless human possibility.

Vision:

Inventing the future of play

We want to pioneer new ways of playing, play materials and the business models
of play - leveraging globalization and digitalization...it is not just about products,
it is about realizing the human possibility.

3 | www.aum.edu.jo
 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM
We can all agree that Lego has been a huge part of our childhood; it gave us
inspiration to create anything that we can think of out of plastic cubes with catchy
colors and sizes, it made us feel as engineers in a young age and I think that was
one of many reasons why I decided to become an engineer in general and a
mechanical engineer in specific.

Engineering students, and engineers nowadays are using Lego in creating framing
for robotics in mechatronics systems ,Lego is becoming a major part in robotic
engineering , which also is a great that Lego are not only attracting children and
their age group but also grown ups are still attracted to Lego .

Advertisements in Lego depend on attraction , because these advertisements are

the reason the children ask their parents to get them Lego, but we can all agree on
that technology may be drifting children away from Lego , which is a huge
challenge that Lego is facing.

The advertisement that we are given to reverse engineer, is an important example

on how Lego advertisement designers are creative in such a simple way to attract
children and their parents to buy Lego.

The Choice of colors in Lego Advertisements is very important, as Lego always

tries to choose colors that are from the nature and that are attracting to the eye of
the customer. As we can notice in this advertisement the designer used the green
color as a background which is very comforting for the sight of the viewer.
The use of a dinosaur shade of the Lego cubes can generate interest in children to
innovate, this can help them see that there is a huge possibility that they can make
anything they want out of Lego cubes which in my opinion is a genius advertising
Criteria that Lego have been using over the years.

4 | www.aum.edu.jo
 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM

Writer-Centered Analysis Chart:

When a designer is assigned to create a new advertisement, this design first passes
through the managers and directors of designing in the Company which then
either agree or deny that the design reaches the Primary readers (the owners of the

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 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM
company or the CEO), after getting through the primary and the Board of lawyers
and supervisors, the ad will be now ready to be released.

Readers Needs Values Attitudes

Primary to inspire children to We want to Excited,

Owners of be creative in their encourage children hopeful,
playtime to become Creative
the Lego positive
company
(CEO)
attract more Developing the Hopeful,
Secondary customers to company to careful, retailers
Board of Increase the keep up with will be worry
manageme profit the new
nt and challenges
directors
Tertiary Encourage Creating a Positive,
Children parents to buy product that is hopeful, worry,
and their their children useful, fun and careful
Parents lego to increase safe for children
their creativity to play with
Gatekeep Take care of Minimize Legal Worry, careful
ers Legal issues issues
Supervisor regarding the
of the company.
designers
and
lawyers of
the
company

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 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM

Other examples on creative advertisements from Lego:

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 American University of Madaba
Faculty of Engineering.
Department of Civil Engineering.
Topics in Engineering Profession
Fall Semester 2016-2017

AUM

Refrences:

https://www.lego.com/en-us/aboutus/lego-group/mission-and-vision

https://wwwsecure.lego.com/en-us/aboutus/lego-group/the_lego_history

http://ak-main-blog.andrewkelsalldes.netdna-cdn.com/wp-
content/uploads/2012/03/Screen-Shot-2012-03-19-at-11.52.11.jpg

http://lego.wikia.com/wiki/Dino

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