Contextual Study – Advertising

Three - When stuff sucks #makeitright (puppet advert).

This advertisement is a Mini Fiction, this is a small fictional narrative that involves a main character that is there for the audience to identify with. The main character will go through something that the audience is intended to identify with. This creates a comnection with the audience and the advertisement as they see themselves as this main character. This main character overcomes their problem, which in this adverts case is their lack of anything going 'right'. This ad is also a part of a series, this is different from the usual stand alone ad. Standalone adverts are a lot more common. However a series can help to build a strong narrative and get the audience invested in where it's going to go and where it might end. For this particular series they have done four videos.

They have used a slogan in this advert as a persuasive technique, they use the hashtag statement "#makeitright". This is repeated and used throughout to suggest that without their product you can't be right which targets the audience and will make them remember it as it is a bold, clear statement.
The brand keeps an upbeat, fun and frienly identity. The use of the main characer being a puppet from the muppets appeals to those that would have watched the muppets and even children which could help show that they are a family friendly company. Linking to this I think that they have tried to target this at people aged 20-35. This is because it applies to those looing for a committed brand and also those looking for a brand that will be able to keep up with whatever they might need.
The advertisement very obviously sticks to the regulations, this is clear by the fact that it is such a family friendly video. They play this before movies at the cinema and during daytime TV hours, which implies that it sticks to all the regulations. The video is very harmless and fun.

John Lewis Christmas Advert 2015 - #ManOnTheMoon

This advert has also been done in the style of a Mini Fiction. It invloves a narrative that really connects with the audience. We are given this advert from the point of view of the young girl in it as she watches the 'man on the moon' we experience the same feelings as this young girl which creates an empathy link between the audience and the product, because we are feeling as sad as this young girl we then get to revel in the relief and beauty that is the fact of her sending the man a gift so he is no longer alone. This really plays on our emotions and heartstrings. They have used pathos as their persuasive technique, the advert invokes a strong emotional response in those that watch it.
John Lewis is a very upper class brand that provides very family orientated products. This advert highlights the importance of family and being together which fits in with their genre of brand that they have marketed themselves for.
Their target audience is those between the ages of 25-40. This is clear by the very obvious family feel that they have created with it. The use of the little girl will appeal to those with younger children prompting them to identify with their parental instincts and family expectations.
This advert complies with the regulations and codes that need to be followed before being put on TV. I don't think it's been documented because there is nothing that is untoward in it. The advert is one that invokes sadness and longing, I think that everyone connects with this advert in some way and becuase of that they don't see it as something that needs to be reported as everyone is happy with it.