Christmas adverts analysis

My first advert is the M&S advert 'The Art of Christmas'

The title of 'The Art of Christmas' gives the audience the idea that with Christmas there is a need for everything to be perfect and beautiful - like an art form. This theme is continued in the opening shots with the Christmas trees and the dancers, as everything is performed in a stylised way. Furthermore the beginning shows a child holding one of the artistic baubles and then running towards the tree, this is supposed to inspire the childlike excitement M&S want its customers to have in their stores.

The use of sound is effect also as to begin with the music is very soft and seems to be recreating a scene from an old fashioned Christmas movie - family decorating the tree together etc. Then there is use of diagetic sound with the star bursting, which signals the break into the more fast tempo music (which is an example of non-diagetic sound). The juxdaposition from the calm Christmas scene to the upbeat music gives the message to the audience that M&S are up to date and 'trendy' and the burst of the star could symbolise M&S breaking out of their old stereotype of a boring, traditional store. This is again highlighted with the bright colours and stage lighting against the black background which shows the contrast from what they used to be, to where they are currently.

The purpose of the advert is to excite the audience with the fast music and bright colours to keep them engaged, whilst showcasing their range of products. This way the audience are able to see glimpse of what M&S has to offer but in a fun entertaining way.

Another advert would be the TK MAXX advert 'Love Your Neighbour'

The non-diagetic use of voiceover in this advert is effective, the tone is very informal and uses direct address to relax the audience into what they are listening to but also because it is played over all of the characters it gives the message that they could be talking about anyone- that 'everyone has that one neighbour who...'. This broadens the range of audience that the advert is directed at as each individual will relate a similar story to the one on screen.

The use of changing camera angles is also effective because in many cases it is taken to from the perspective of the audience. For example at 0.15 we see a distancing shot of 'Sue and Pete' holding open their gate. This is shown to recreate the audience or the neighbour walking away from the couple. This perspective of camera angle again allows the audience to personalise each sub-story and therefore engage more with the advert.

Another aspect which is effective is that throughout the advert their is no specific 'gifts' shown they are all wrapped. This is to not only add mystery but also to emphasise the range of gifts TK MAXX has to offer, as people have a range of neighbours TK MAXX is promising that they will have a gift for everyone.

Finally, Sainsbury's 'Mogs Christmas Catastrophe'

Sainsbury's have taken the famous children's story of Mog the Cat for their Christmas advert. In contrast to M&S's idea of a perfect Christmas, Sainsbury's have tried to capture the chaos which more realistically comes with Christmas. By using this character also, the reader is intrigued as they remember the character from their childhood and with a sense of nostalgia the audience is more inclined to empathise with the characters- who they may feel they already know.

By following the narrative of a Christmas story the reader is automatically engaged because they become curious to how the story is going to end. It also emphasises Sainsbury's family element as it begins with the introduction of each member of the family each dreaming about something stereotypical - as they are not the main characters they are not thought about in much depth.

Before the introduction of Mog there is a shot of the kitchen, undisturbed, as Mog is sleeping. This is to show contrast and to emphasise the change/chaos created after Mog's accident. As Mog begins to explore the kitchen, more chaos starts to unfold. This is not only for comedic effect - to keep the audience interested and more likely to share the advert- but to recreate in an exaggerated way all of the problems that could and sometimes do go wrong on a stressful Christmas morning. 

I personally really like this advert I like its message of coming together at Christmas time, and also the inclusion of Mog is nostalgic to me I used to read her books when I was a child. I think the idea of chaos at Christmas time is fat more realistic that M&S's approach, and as Sainsbury's is a more affordable brand, their audience would be 'everyday families' so I think this advert was successful.