John Lewis Christmas Advert 2014 Monty the Penguin
Structure
In this 2 minute advert for the retail store John Lewis at first we see a shot of Monty the Penguin on the television. This advert is a realist advert which means that the advert is real world and this follows the rules of reality. The advert is filmed to look real and it is not a one of advert as if you look behind the boy you can see the snowman from the previous advert The Bear and the Hare which was the John Lewis advert for christmas last year. The Advert is emotional because the advert wants you to feel sorry for Monty when he gets upset when he see a man and a women kissing on the television and at the park. The advert then moves onto to a close up of the boy laughing at the program then there is a mid shot of them both together. After this there are shots of them both sharing time together such as playing football on the park and having snowball fights in the snow. What is emphasised with these shots is it shows how attached the boy is to Monty the penguin with them playing football together and always laughing and joking with each other. There are other shots of Monty the Penguin and the boy showing effect ion with each other and there is a close up shot of the boy and the penguin both going too bed together. Towards the end of the advert there are mid shots of both Monty and the boy getting out of bed on Christmas day and this is where the boy shows affection and care to the penguin by getting him a gift on christmas day and that being the girl penguin. The editor also has the chorus of the song on the advert that being Tom Odell Real Love the chorus of the song come on as monty hugs the penguin. The narrative of this advert is the child and Monty showing care and affection for each other and where the boy sees monty upset he cares for him and gets him a penguin for christmas and this also shows real love from the boy. John lewis use this at the end of the advert by saying to give someone the christmas they have been dreaming of. There are lots of special effects used in this advert with how much they make Monty the Penguin look like such as the way he walks this is done on CGI. The penguin could have been made on the program Cinema 4D to make him look really realistic. The sound is used effectively by the choice of the song that they use with the song Real Love by Tom Odell. As this song is an emotional song it slowly fades into the advert as Monty becomes more emotional about not having another friend.
Techniques
This advert works on another number of levels firstly it is aimed at families to show that christmas is about sharing and caring for each other. The advert uses bright lighting and bold colours but there is no repetitive music it is just the one song that goes through the advert as Tom Odell Real Love is a 2 minute song and this advert is a 2 minute advert. The colours in the advert are used carefully to fit the time of year that being christmas so there is snow around during the advert and everyone is wrapped up in there coats and scarfs. Even with the shots of them in the house the fire is always on the keep the house warm and the christmas tree is up as well ready for when Santa brings everyone presents on Christmas Day. This advert uses magic which is an old advertising method and this begins when Monty the penguin becomes upset at seeing the girl and the man kissing on the film in one of the shots. This is to show to the boy that maybe that Monty misses being around someone which could possibly be his family or his wife for that matter. The boy recognises this by buying Monty a penguin for christmas to show that he cares about him this shows that the boy has given Monty the christmas he has been dreaming of. This is where the hidden message comes from by John Lewis which is Give someone the Christmas they have been dreaming of. All adverts work from the position of problems and solutions and this is no exception but it is a disguised method. The problem in this advert is how monty becomes upset at fact that he is missing someone from his life despite how much he loves the boy and being in the boys company all the time. The problem is solved when the boy notices that monty is becoming upset and is missing someone. The boy then gets Monty a penguin for Christmas and gave him the christmas that he has been dreaming of and this is the aim of this advert by John Lewis to Give someone a Christmas they have been dreaming of. There celebrity endorsement in this advert is that they have used Tom Odell's Latest song at this time Real Love. This will help his global appeal by showing this advert all over the world at christmas time and for people who have never heard of Tom Odell this could gain him more fans if people like this song they may go and listen to more of his songs as this advert is a very successful advert
Characteristics of the product or services
The USP of this advert is to show that John Lewis can give you the Christmas that you have been dreaming of. This is saying that they are the ultimate brand to giver everyone the Christmas they have been dreaming of. This can also be used as an advantage to other shops similar to John Lewis such as Housing Units. By John Lewis saying they can give you a christmas you have been dreaming of this is saying other shops like Housing Units can not provide a Christmas as good as John Lewis can and this can bring there brand appeal as well and more people will go and get all there christmas gifts from John Lewis for all over the world. The unique selling proposition for this advert is to sell John Lewis as the bets place to go and get all of your christmas gifts from by saying that they can Give you the Christmas you have been dreaming about.
Regulation
This advert is fulfils all of the ASA regulations because it isn't intended to sell and surgery food to anyone and get people fat. It doesn't make any claims to anything. John Lewis are not trying to encourage excessive consumption of food or drinks products. This advert doesn't give a misleading impression of the nutritional benefit of products. All this advert is trying to do is sell John Lewis as a brand and to show that John Lewis can give you the christmas that you dream of.
Audience Classification
The audience is clear that the advert is aimed at parents who are struggling to find the perfect gift for christmas. What John Lewis do with this advert is show that John Lewis can give you the Christmas you dream of. In terms of the creation of the penguin it looks really realistic such as how he walks and how the penguin looks like this was created on Cinema 4D. The bedroom that is used on this advert seems comfortable and lower middle class at least and this room could ether be for a lonely child or a child who has a brother or sister. A child's family who can afford to build an attic extension to give the boy and monty there own room shows his room is clearly one with at least middle income. The teddies in the boys room is traditional but can also be stereotypical in its outlook as it is adorned with teddies. The boy has a television in his room which is shown at the start of the advert. The room that the boy has is quite a classy expensive room with solid wood dressing table and chair which are all pointing a more middle-class family setting.
Techniques
This advert works on another number of levels firstly it is aimed at families to show that christmas is about sharing and caring for each other. The advert uses bright lighting and bold colours but there is no repetitive music it is just the one song that goes through the advert as Tom Odell Real Love is a 2 minute song and this advert is a 2 minute advert. The colours in the advert are used carefully to fit the time of year that being christmas so there is snow around during the advert and everyone is wrapped up in there coats and scarfs. Even with the shots of them in the house the fire is always on the keep the house warm and the christmas tree is up as well ready for when Santa brings everyone presents on Christmas Day. This advert uses magic which is an old advertising method and this begins when Monty the penguin becomes upset at seeing the girl and the man kissing on the film in one of the shots. This is to show to the boy that maybe that Monty misses being around someone which could possibly be his family or his wife for that matter. The boy recognises this by buying Monty a penguin for christmas to show that he cares about him this shows that the boy has given Monty the christmas he has been dreaming of. This is where the hidden message comes from by John Lewis which is Give someone the Christmas they have been dreaming of. All adverts work from the position of problems and solutions and this is no exception but it is a disguised method. The problem in this advert is how monty becomes upset at fact that he is missing someone from his life despite how much he loves the boy and being in the boys company all the time. The problem is solved when the boy notices that monty is becoming upset and is missing someone. The boy then gets Monty a penguin for Christmas and gave him the christmas that he has been dreaming of and this is the aim of this advert by John Lewis to Give someone a Christmas they have been dreaming of. There celebrity endorsement in this advert is that they have used Tom Odell's Latest song at this time Real Love. This will help his global appeal by showing this advert all over the world at christmas time and for people who have never heard of Tom Odell this could gain him more fans if people like this song they may go and listen to more of his songs as this advert is a very successful advert
Characteristics of the product or services
The USP of this advert is to show that John Lewis can give you the Christmas that you have been dreaming of. This is saying that they are the ultimate brand to giver everyone the Christmas they have been dreaming of. This can also be used as an advantage to other shops similar to John Lewis such as Housing Units. By John Lewis saying they can give you a christmas you have been dreaming of this is saying other shops like Housing Units can not provide a Christmas as good as John Lewis can and this can bring there brand appeal as well and more people will go and get all there christmas gifts from John Lewis for all over the world. The unique selling proposition for this advert is to sell John Lewis as the bets place to go and get all of your christmas gifts from by saying that they can Give you the Christmas you have been dreaming about.
Regulation
This advert is fulfils all of the ASA regulations because it isn't intended to sell and surgery food to anyone and get people fat. It doesn't make any claims to anything. John Lewis are not trying to encourage excessive consumption of food or drinks products. This advert doesn't give a misleading impression of the nutritional benefit of products. All this advert is trying to do is sell John Lewis as a brand and to show that John Lewis can give you the christmas that you dream of.
Audience Classification
The audience is clear that the advert is aimed at parents who are struggling to find the perfect gift for christmas. What John Lewis do with this advert is show that John Lewis can give you the Christmas you dream of. In terms of the creation of the penguin it looks really realistic such as how he walks and how the penguin looks like this was created on Cinema 4D. The bedroom that is used on this advert seems comfortable and lower middle class at least and this room could ether be for a lonely child or a child who has a brother or sister. A child's family who can afford to build an attic extension to give the boy and monty there own room shows his room is clearly one with at least middle income. The teddies in the boys room is traditional but can also be stereotypical in its outlook as it is adorned with teddies. The boy has a television in his room which is shown at the start of the advert. The room that the boy has is quite a classy expensive room with solid wood dressing table and chair which are all pointing a more middle-class family setting.
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