Website or Avert Analysis

As it is getting up to the Christmas time of year, i chose the John Lewis Christmas advert from last year to analyse for this task instead of a website as i find it more interesting taking apart an advert and finding out why certain dramatic techniques are put into place and how they are beneficial in media terms and in business terms, or in this case how the adverts are beneficial to the sales John Lewis obtains around the Christmas season.

The John Lewis advert from 2016 was a very iconic ad. Every John Lewis advert is heavily studied and spent upon every year without fail, it is hugely thought about all year round by a group of producers and writers. The ad is designed to play on the heart strings of the intended audience and have some sort of sentimental value to it.

In my eyes, the advert is conveying the problem of elderly people being alone at Christmas, a very saddening subject for everyone. Statistically, 1.7 million people in the United Kingdom over the age of seventy five live alone. 900,000 of these are women. 550,000 of these people are alone at Christmas. I believe that John Lewis have done their research and thought of the fantastic idea having an elderly man sat on a bench on the moon all by himself with a child attaching a small present to a balloon and sending it into space so the man has a present on Christmas. The ending scene of the advert is the elderly man looking through his 17th century looking telescope at the young boy and the young boy is looking back through his telescope out of the window, then the old man waves.

The relationship between a young person and an elderly person is very special as 70% of young people say they have/ had a good healthy relationship with their grandparents. John Lewis have evidently played on this and thought of how they can use this to there advantage as the old man is a rather cute looking fellow.

Due to this, John Lewis' sales went up by 7% last Christmas due to such a memorable advert that everyone was familiar with and felt some emotion or at least took a second to stop and watch it as it stood out and was very abstract compared to your average advert such as ads from companies such as injurylawyers4you and McDonalds.