Adverts:
John Lewis –
Man on the moon
https://www.youtube.com/watch?v=wuz2ILq4UeA
Sainsbury's OFFICIAL Christmas 2014 Ad
https://www.youtube.com/watch?v=NWF2JBb1bvM
Sainsbury’s OFFICIAL Christmas Advert 2015 –
Mog’s Christmas Calamity
Cadbury Christmas 2015
All four of these Christmas adverts share a common theme; joy. Joy is explored through the enjoyment the majority of people experience on Christmas day, however with the one exception out of these four being the John Lewis advert, which depicts an elderly man on the moon. Considering that the elderly man is on the moon and there is nothing there except himself and his house, the visual codes here helps to construct the message delivered to the audience that while you’re enjoying Christmas celebrating with family and friends, most elderly people are all alone and have no one to share the time with. However not only focusing on the elderly themselves, I feel that this advert also closely relates to unfortunate children who aren’t able to spend time on Christmas with their families, simply because their parents might have abandoned them or put them in foster care. Hence the message that each of them displays at the end of the advert in The film Short Term 12 clearly shows the state of mind that these children have to endure and how lonely they can become without affection and care. Therefore I think the intended audiences for these adverts are to cater to the middle class families who are fortunate enough to engage in social familial activities with the direct message to remind them of the less fortunate, to do something charitable this Christmas or keep their elderly relatives in mind. Friendship is also a theme that’s covered in sainsbury’s 2014 Christmas advert as it shows people going to war with each other and then greeting each other as if they were allies and enjoying themselves, the technical codes here are delivered in a message to the audience to amend ties with anyone who you bare hatred to this Christmas and of course, purchase Sainsbury’s chocolate product and share it with friends and family; in an effort to use war and charity as a means of profit leading the consumers oblivious to this.
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