Designers: Veronica Cheung

Tutor: Dr Oliver Vodeb

Subject: Design in Advertising

Date: 27 Oct, 2011

Socially responsive advertising is a new communication approach that connects commercial benefit with social responsibility. Connecting the appeal of the Lego product with a social message Veronica Cheung argues that children spend too much time with technology instead with their parents. This message positively reinforces the commercial Lego brand while adding a communication surplus, which is relevant to consumers of Lego as well as to wider society.