Audience Pleasures: The Battle of the Christmas Advert
Watch the most popular 2016 offerings and then answer the questions below:
In my opinion, the most appealing is the Marks And Spencers Advert. This is because what is portrayed is a nice story and also as this is using non-fictional characters - humans, the audience may be able to become more emotionally attached to the idea of giving on Christmas and will be able to connect more with the message portrayed. This may link back to Gillian Dyer's theory on lines of appeal. This is because the advert is a form of communication and makes people that celebrate Christmas or cherish the feeling of love to feel a part of the advert. The lines of appeal that this advert may convey are happy families, as no matter what it shows that the love that families have between each other will not die out and shows a connection between two relatives, and also childhood as this advert shows the innocence of a child and also portrays that nurturing instinct. From this, this effects the audience as it deals with their social needs and therefore will appeal to them and evoke them to perhaps buy a gift for their loved ones.
2) Are there any audience pleasures that two or more of the adverts have in common? Choose two examples to illustrate your point.
The audience pleasures of some of the adverts presents the idea of giving. For example, The Very advert is a lady giving gifts to everyone and receiving one back and also the Marks and Spencers advert is the young boy giving a gift back to his family members.
Another audience pleasure that some of the adverts have in common is the idea of family. For example, the Sainbury's is the father being with his family on Christmas and also the Heathrow advert is the grandparents coming home for Christmas and being with the family and grandchildren.
3) Choose a different advert and identify the target audience for the advert. Answer in terms of demography and psychography. What tells you this?
Advert: Aldi.
The target audience for the advert looks like it is aimed towards children or young adolescents as an incentive to make them persuade their older parent or guardian to buy products because of the story portrayed. This advert is most likely aimed at middle-classed viewers as the food portrayed in the advert like mince pies, potatoes, chicken, champagne and the variety of foods presented may symbolise that quite alot of spending has to go into buying the Christmas dinner and etc... and therefore this may be aimed for middle class people.
This advert also may be aimed at mainstreamers. This is because this advert portrays a sense of domestic, it is conventional and is quite family valued through the amount of food set out on the table representing that there will probably be more than one person on the table showing that there is a value for money family brands.
4) Why do you think Christmas adverts, in particular, often use emotive language and narratives to appeal to a wide audience?
Christmas adverts in particular may often use emotive language and narratives to appeal to a wide audience as this is a tradition but only happens once a year so adverts will try to use this technique to urge more people to buy from their stores. Also, as they know that this is the time of year where family comes together and emotions are at its peek, they use this to manipulate and get people to get gifts and etc for Christmas for their family or associates.
5) Choose an advert with a narrative and, just for fun, apply one of our narrative theories to it. Why does a narrative have a place in an advert?
Advert: Sainburys.
Engima codes:
As the audience we are aware that it is Christmas and it is quite hectic for the man in the advert as he is trying to accomplish everything before Christmas.
Action codes:
As the audience the events that are important in developing in the narrative is the ginger bread man that is shaped like the man in the advert as after this he makes clones of himself that make it easier for him to get on with everyday life without it being hectic. In addition to this, the snow flake that was on the train track and when it started snowing, that is when things were running smoothly for the man and he was able to spend more time with his family. It was also significant as this is what makes part of the Sainsbury's logo.
Another audience pleasure that some of the adverts have in common is the idea of family. For example, the Sainbury's is the father being with his family on Christmas and also the Heathrow advert is the grandparents coming home for Christmas and being with the family and grandchildren.
3) Choose a different advert and identify the target audience for the advert. Answer in terms of demography and psychography. What tells you this?
Advert: Aldi.
The target audience for the advert looks like it is aimed towards children or young adolescents as an incentive to make them persuade their older parent or guardian to buy products because of the story portrayed. This advert is most likely aimed at middle-classed viewers as the food portrayed in the advert like mince pies, potatoes, chicken, champagne and the variety of foods presented may symbolise that quite alot of spending has to go into buying the Christmas dinner and etc... and therefore this may be aimed for middle class people.
This advert also may be aimed at mainstreamers. This is because this advert portrays a sense of domestic, it is conventional and is quite family valued through the amount of food set out on the table representing that there will probably be more than one person on the table showing that there is a value for money family brands.
4) Why do you think Christmas adverts, in particular, often use emotive language and narratives to appeal to a wide audience?
Christmas adverts in particular may often use emotive language and narratives to appeal to a wide audience as this is a tradition but only happens once a year so adverts will try to use this technique to urge more people to buy from their stores. Also, as they know that this is the time of year where family comes together and emotions are at its peek, they use this to manipulate and get people to get gifts and etc for Christmas for their family or associates.
5) Choose an advert with a narrative and, just for fun, apply one of our narrative theories to it. Why does a narrative have a place in an advert?
Advert: Sainburys.
Engima codes:
As the audience we are aware that it is Christmas and it is quite hectic for the man in the advert as he is trying to accomplish everything before Christmas.
Action codes:
As the audience the events that are important in developing in the narrative is the ginger bread man that is shaped like the man in the advert as after this he makes clones of himself that make it easier for him to get on with everyday life without it being hectic. In addition to this, the snow flake that was on the train track and when it started snowing, that is when things were running smoothly for the man and he was able to spend more time with his family. It was also significant as this is what makes part of the Sainsbury's logo.
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