A younger passive target audience may have a preferred reading of the poster campaign as the main poster is full of action and shows subtle violence. As young audiences are far more influenced, this may have an effect on society on how younger aged media texts develop. This means that possibly more than subtle violence may be socially accepted - younger ages will still have a preferred reading as they have been influenced from past media texts that contain subtle violence, so they think that it is okay.
However, a younger target audience member might have an oppositional reading because of the characters presented on the posters. Younger audiences may find it unusual for Vitruvius's character to be associated with a working class builder, same as Batman. Batman and Vitruvius as 'Gandalf' in the LEGO movie posters may affect how younger audiences see those intertextual references.
An older target audience who grew up playing with Lego blocks would be very nostalgic and instantly fall in love with the varied characters shown throughout the poster and video campaign, therefore having a preferred reading. This is through personal identity, older audiences through these posters and advertisements may feel connected when watching the movie and could identify with the setting and stop motion type animation. In addition, the characters represented such as Emmet, who is a normal, working class character, may relate to many older audiences who possibly work in similar jobs or have similar lives prior to all the action.
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