Christmas Adverts

The first advert I have chosen to analyse is the recent John Lewis Christmas Advert. The advert addresses the viewer by showing a short story, presenting a lonely man who lives on the moon and receives a present, allowing him to see a little girl in her house waving to him through a window. The advert uses an audio of Christmas related music and presents props such as, a Christmas tree, which allows the audience to straight away relate the advert with that time of the year. The advert does not directly promote a particular product to the viewer, therefore persuading them to buy it. However, they do this by targeting children in the short clip who can easily persuade the adults to buy certain products, as they will feel attracted to them due to seeing them on the TV. In addition, the advert also uses emotions in order to play with the viewers mind. Due to the phrase “Show someone they’re loved this Christmas” the viewer is made to relate the good gesture with the John Lewis store as well as, unconsciously feel sympathetic towards other and therefore, they might want to go to the store and buy a present for someone.

The second Christmas advert is he 2014 M&S advert, which shows the tale of two Christmas fairies, Magic and Sparkle, flying across London, giving gifts to people and spreading Christmas cheer. This makes the advert appeal to the young audience with its kind features as children will enjoy watching it due to the “magical” scenes and this will therefore, lead them to maybe try and persuade their parents that they should purchase products from that store. In addition, the use of the fairies helping people make their Christmas better and more magical can also lead the viewers into linking this with the store and so also giving the company the image of kindness and helpfulness. Moreover, the use of Julie London's version of "Fly Me To The Moon" in the background will cause the advert to stick in the viewers mind for much longer.

The third avert is the 2014 Sainsbury’s Christmas advert. The advert presents a recreation one of the moments of the First World War. It shows a number of soldiers hiding, all quiet and away from their families during the Christmas season. During the advert, the two opposing armies meet and unite in order to share the moments with each other in peace and happiness. This therefore, suggests to the audience that everyone deserves to be happy during Christmas and as Sainsbury’s is the company responsible for this commercial it makes the viewer create a link between the happiness created in it and the happiness that Sainsbury’s can bring. Moreover, the idea that one of the soldiers is looking at a image of a woman as well as sharing the last food he had with someone else, connotes that Christmas is the family season, where we get our chance to give back and so may lead people into going to the stores and purchasing presents for their loved ones.