Our group decided to advertise the well known brand John Lewis. I chose the advert, The Journey, John Lewis 2012 Christmas advertisement. Therefore I could understand the styles and techniques they use to advertise and use it in my own work.
It follows a snowman on a romantic quest to buy a gift for his snowwoman.
The advertisement is an anti-realist narrative. Although yes, it is a story it's obviously fictional. The advert is very dramatic; shown in the scenes of the snowman battling through large winds and heavy snow, over streams and high mountains.
Different codes and conventions are used throughout. The advertisement starts with an establishing shot of a cosy cottage with a beautiful backdrop (John Lewis standards of course). Close up's are used to show the two cute children making their snowman and woman. They are also used to show the little girl's happiness at the end of the advert, as well as the snowman's feautres on his quest. Two shots are used to show the snowman and woman together, very close. A lot of wide shots and master shots are used to show where the snowman's journey will take him next and what he will battle against.
There is a mixture of sounds in this advert. Diegetic sounds such as, the robin tweeting and the stream running through the forest all show the natural side. But non-diagetic sound is used through music. John Lewis ALWAYS have a song playing throughout their Christmas adverts, they have a light slow tone to add to the magic. In this advert, Gabrielle Aplin's cover of 'The Power of Love' is used.
John Lewis use certain techniques to draw their audeince in. By using pathos (immersive advertising) they evoke an emotional response in the client. Pulling on their heartstrings and creating a feeling of overwhelmed compassion as they witness this snowman's efforts to buy the one he loves a Christmas gift. John Lewis unique selling point is to use emotion too sell. The tagline used in this advert, 'Give a little more love this Christmas' really sticks in the audience's mind. If this snowman can go to extreme lengths to buy a (John Lewis) present, so can you, make someone you love happy this Christmas (by going to John Lewis).
John Lewis Christmas adverts are so memorable because they tell a story. People who start watching can't turn away because they need to see the happy ending.
John Lewis' target audience is everyone. They sell a range of products for different ages and their adverts can interest anyone of any age, However they focus a little more on the older generation, with disposable income. John Lewis isn't cheap and they know it; they want their clients to trust them and not want to try any other market. Using demographics John Lewis target section A; higher management such as doctors and professionals. They are willing to pay the high prices for the good quality they know John Lewis will provide.
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