2. CONTEXT OF ADVERTP1: DESCRIBE AN EXISTING MEDIA ADVERTISING CAMPAIGN.
The concept of this video is related to a true event which was
Christmas day during WW1 in 1914. In addition to this, the advert is
used to promote Sainsbury's brand identity, through the emotions of
the advert, and by reminding people of the true meaning of
Christmas.
For shopping at Sainsbury's during the Christmas period.
3. WHAT HAPPENS IN IT?
In the 3m 40sec film, there's a British soldier who hears German
troops singing ‘silent night’ and the soldier ventures into the barbed
wire, before soldiers from both sides join him and shake hands. They
play a game of football and after the game, the British soldier slips a
gift into the pocket of a German soldier, who unwraps it to find a
chocolate bar when he returns to his side of the battlefield.
What is being sold is the ideology. Not
physically saying to purchase an item. It is
basically planting a seed into people’s
mind, so that they can purchase from
Sainsbury's, due to the remembrance of the
advert. USP is the message of sharing
mainly during the Christmas period.
Sainsbury's also decided to agree to donate all profits
made from the sale of the £1 chocolate bar that
features in the advert to the RBL. The campaign will
raise awareness and funds for the Legion. Which
shows a great sign of Altruism from the company,
which also links with the message of Christmas which
4. HOW DOES THE NARRATIVE
WORK?
The storyline works by basing it around WW1 by starting off with
‘Christmas Eve 1914’. The narrative structure within this
advertisement is the cross-cutting between German and British
trenches. We are then introduced to two men Jim and Otto, and within
this narrative, they are purposely chosen to look alike, although being
on separate sides, the narrative shows clarity in terms of how they
were the same. In addition to this, we as the audience were able to
easily identify with them, as they were shown to us as heroes.
Sainsbury's Christmas advertising campaign, uses emotive language
and their own opinions as to what events could of taken place on
Christmas eve 1914. (Football match hasn’t not been confirmed)
5. WHERE DID THE IDEA COME FROM?
The idea follows the public response to the exhibition of
thousands of ceramic poppies in the moat of the Tower
of London to commemorate 100 years since the start of
the first world war.
Sainsbury's Christmas advertising campaign, received
various criticism such as, the fact that they used war to
sell food. In addition to this there were criticisms such
as, they used a serious cultural event and trivialized it.
This led to various reviews from pundits and other
personalities, saying that Sainsbury‘s rather led people to
remembering war. In addition to this, Ethical concerns
were raised, as this campaign led to various people
questioning how the families of the war victims may feel,
and whether they may take offence to the campaign.
However, some argue that Sainsbury's redeemed itself,
by raising money for the Royal British Legion.
6. M1: EVALUATE DIFFERENT CROSS
MEDIA ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.
Retailers, such as Sainsbury's and John Lewis use advertising campaigns mainly during
Christmas, to promote products or services across a wide range of media. Sainsbury's
and John Lewis’s campaign, always show a consistent message , from their Christmas
advertising campaigns . It can make you feel warm inside, as well as touch your
emotions, and sometimes make you teary. More often these Christmas advertising
campaigns , are shown to be more emotional, rather than humorous. Many retailers,
who have Christmas advertising campaigns, use these ads not to just promote
products, but also sell their brand and allows for customers to further engage. It also
promotes the message of Christmas, which is mainly acts of kindness, giving and
sharing.
7. M1: EVALUATE DIFFERENT CROSS MEDIA
ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.
In 2015 John Lewis’s Christmas advertising campaign was the “ManOnTheMoon” which was aimed to
raise awareness for Age UK. This was a heartwarming and very tear-provoking advertising campaign,
which involved a young girl who spots an old man living in a shack on the moon, through her telescope.
After trying to find many ways to contact him, she eventually manages to send a telescope up to him.
They finally make eye contact, and then a slogan appears saying; “Show someone they’re loved this
Christmas”.
The message behind this advertising campaign, is to raise awareness for the elderly who go through
loneliness. As research has shown that 400,000 older people are worried about being lonely at
Christmas. So this advertising campaign will help raise awareness of the issue of loneliness, and this will
allow for people to support in any way they can. The costs of this advert was £7m, however the company
made a £24m profit. This advertising campaign is mainly targeted at families, and this will be shown on
most TV channels. The song “Half the world away” which was originally written by Noel Gallagher,
helped the campaign and further led to the emotional connection which viewers will feel. This helped
8. M1: EVALUATE DIFFERENT CROSS
MEDIA ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.In 2015 Sainsbury's Christmas advertising campaign “Mogs Christmas calamity "which
was aimed to raise awareness for reading and literacy skills. And the proceeds will be
given to the charity “Save the Children to improve child literacy in the UK”. Instead of
going for a more emotional, teary advert. Sainsbury's decided to go ahead with some
family humor. The story is about an accident-prone cat that finds herself causing
havoc within the kitchen and setting fire to the Christmas tree, luckily then dials the
fire brigade whilst walking over the telephone. And ends up saving the day. With the
house burnt, all the neighbors come together to share on Christmas day, which shows
the spirit of Christmas. Not only was this Christmas advertising campaign on TV, but it
was also advertised on social media sites, such as YouTube and Facebook. Which is
used as a cross media campaign, for it to be shared. In addition to this, the advert
could potentially be promoted at cinemas. S well as on websites to help raise
awareness. As it is linked with a charity, the campaign will go on the charities website,
to further raise awareness. Sainsbury's general target audience, will be adults from the
ages of 18-30. In addition to this, according to the NRS, Sainsbury's is more suited to
the individuals who find themselves within the ABC1 category.
9. M1: EVALUATE DIFFERENT CROSS
MEDIA ADVERTISING CAMPAIGNS FOR
CONSISTENCY OF MESSAGE.Looking at these two adverts, both adverts are
about sharing and sentimentality: there's not a
single product in the Sainsbury's advert that you
can buy in store, and John Lewis has put no
emphasis on its product, saying “it has no plans
for a rush on telescopes.”
In contrast to the other retail Christmas
advertising campaigns . The Burberry advert of
2015, rather looks at their heritage. The Message
is buying into 100 years of history, development
and quality. Within the advert they weren't
actually promoting a product, but advertising
their brand. Burberry use famous people within
their adverts, to help attract more audiences,
their audience is ABC1, as it is a high end brand.
Burberry's advert connects to the other
companies (John Lewis and Sainsbury's) adverts in
someway, but its different as it doesn’t advertise
the sharing and caring spirit of Christmas, as well
as not showing any consistent message of