The document analyzes and summarizes the John Lewis Christmas advert from several years ago. It discusses how the advert tells a story of a snowman traveling through difficult conditions to get a scarf and gloves for his snow-wife without revealing it is a John Lewis advert until the end. This entices viewers to watch until the end and then associates John Lewis with special, loving gifts. The advert achieved its goals, as the author watched it fully each time and later shopped at John Lewis.

1. Analysing Advert.
John Lewis Advert.
In the John Lewis Christmas advert, the snowman travels miles to get his snow-wife
a present of a scarf and gloves. We do not know that the advert is advertising John
Lewis as the logo does not come up until the end. I think that the aim of the advert
was to entice the audience to watch the advert all the way to the end, so that they
remember that it was the advert of John Lewis. I also think that at the end they aim
to make people want to shop at John Lewis because the gifts are special and ‘made
with love’.
In my opinion they did achieve the aims of the advert as every time it was shown on
the T.V I would watch it all the way through without fail. I also went to John Lewis to
look at and buy Christmas presents for family.
I think the advert is different to any other as it is a snow man that travels through
snow storms, water and busy streets to buy a gift. We all know that a snowman
cannot ‘survive’ any of this but somehow it is made believable in the advert. I also
think that the advert is loved because it is seen as very cute how the wife receives a
loving gift from the husband.
The advert is very well digitally communicating. They have used computers to make
us believe that the snowman is in fact moving and the snowman and women
themselves are very real to life. I think that using a real robin to sit on the snowman’s
arm when he is near the river entices the audience as does the use of scarfs, gloves,
wrapping paper for the present and the setting that the snowman travels through. I
believe that the choice of music used fits perfectly as it goes with the scheme of love.
They only use the John Lewis logo once at the end for a short amount of time which
is good because they don’t over use it.
Craig Inglis was the inspiration behind the advert.