• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Advertisement Review - John Lewis's 2011 Christmas TV ad.

Extracts from this document...


A knowingly unsold work of art... You can keep your classic "Holidays are coming" Coca-Cola clip. You can keep Jason Donovan, surrounded by tone-deaf women, for supermarket Iceland. You can even keep M&S's all-singing, all-dancing, monster-budget fandango, featuring Peter Kay and Dannii Minogue. Because the only Christmas advert that is deemed as ?appropriate? for the holidays, is that created and aired by John Lewis. Oh, that ad! One minute and one second's worth of purest festive whimsy. Pared down and pretty; it features no celebrities, no digital trickery. It's just got hapless men, going all wrong with the sticky tape; fresh-faced students hiding handbags from each other beneath library benches. ...read more.


How could you not become a little moist-eyed, on first watching? And weirdly, even more so on the second? It's a work of art, that advert. A Spielberg version of a commercial, which manipulates a viewer's emotions in as deft and effortless a fashion as is conceivable, leaving you (me, all of us) a sodden mess of sentimentality and warmed-through-cockles. It's a damned triumph! I applaud Mr. Lewis, for capturing the pure essence of Christmas within his 2011 advert. Dominant colors such as deep-glowing reds and intensifying greens act as a form of ?cultural iconography?. ...read more.


simple, middle-class narrative goes jolly well with a hauntingly rendered version of a classic song; particularly when the actual point of ads (Go on! Buy our stuff!) has been completely eliminated from the proceedings. John Lewis isn't about selling things, according to this ad. It's about life. It's about love. At a push, it's about giving things to other people, but it's certainly not about coveting, or receiving, or the ugly frenzy of consuming, heavens no! All of which makes us look very fondly upon the brand; fondly enough to ensure that its profits continue to rise (by 10%, apparently, in the second week of November alone), and never mind the economic crisis right now? ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Commentary on holiday advertisement.

    This play on words both relays the message that the holiday is not expensive, and subsequently gives the advert a lighthearted aspect. The language used is carefully selected. There is a great use of strong adjectives to grip the readers for example, 'vivid hues of luxuriant flora'; 'secluded sandy coves where the crystal clear water just demands a refreshing swim'.

  2. The Art of Persusion

    Linguists have approached it in a variety of ways. Members of the school of interpretive semantics study the structures of language independent of their conditions of use. In contrast, the advocates of generative semantics insist that the meaning of sentences is a function of their use.

  1. Analysing and comparing a charity advertisement to a commercial advertisement

    The logo is placed at the top left hand corner ActionAid, as the reader will know who there giving their money to. The charity is taking action this explains the action and the charity are helping, this explains the aid.

  2. Advertising - Peter Kay's John Smiths Campaign

    It also implies that any one can be a winner. The target consumer is a whole range of males. The advert would appeal to them as the advert revolves around the stereotypical man who would be into sport and beer.

  1. Reading a TV commercial.

    This could be to show that coca-cola is best drunk when it is summer and it is really hot weather. Also with the clip being in a bedroom it shows that coca-cola can wake you up even if you are sleepy at the end of the day and it puts you on a high.

  2. The History of Coca-Cola.

    Changes to the packaging of the product? * Colourful * Various designs * Different Materials used, e.g. recycle materials * Other Other please state: ................................ 6. Where would you most like this product to be sold? * Corner Shop * Supermarket Other please state: .................................

  1. Coca-Cola was first sold in 1886 in Atlanta, Georgia and was the creation of ...

    This promotes Coke's image across the world. The association with the Olympic Games makes Coke seem like a sporty drink that athletes prefer. This sporty association appeals to active people who participate in physical activity. This is a large market which Coke has conquered by Olympic Games sponsorship and advertising.

  2. Advertising on T.V.- How important and effective is it?

    This arouses our interest by making us wonder what the advertisement is about, and what it means. There are many different types and styles of adverts on television. In this section, I propose to examine some of them to see how successfully they achieve their aim.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work