1. How do companies typically advertise products at Christmas (Who do they target? How do they target?)
2. Can you think of three persuasive techniques advertisers may use do get audiences spending their money?
3. Cut and paste some examples of Christmas advertising from Google Images and Youtube.
VIEW:
Watch the John Lewis advert from last Christmas (2011), by clicking the link below:
Reaction: What do you like & dislike about the advert above?
1. What characters appear in the advert? Why use these people?
2. What 'story' does the advert tell?
3. Who is the target audience of this advert? Explain your ideas.
4. What effect is the advert supposed to have on the audience?
5. How important is the music in this advert? What do the lyrics do?
6.How do the advert makers show the passing of time in the advert - give at least 3 ideas.
7.How does the closing shot ('Boy with Present') and the tagline ('For gifts you can't wait to give') impact on the audience?
8. In your opinion how successful is the advert at making people visit & shop at John Lewis. How could it be made better?
DEVELOPMENT:
Now view this years John Lewis advert (2015) named 'The Man in the Moon':
Watch the video again-
Reaction: What do you like & dislike about the advert above?
1. How does the 2011 advert compare with the one from 2015 (Similarities & differences)?
2. What kind of jobs would have been carried out to make an advert like this?
3. How does the closing shot of the advert and the tagline create a message, what effect should it have on the viewer?
REFLECTION: What have these adverts made you realise about advertising and John Lewis' brand values/how they want to be know?
YOUR TURN:
Exam style question: You work for an advertising agency and have been approached by John Lewis to start planning the Xmas advert campaign for 2016.
You must:
1. Give an outline of what will happen in the TV advert (discuss the brand/product's brand values, charcters, locations, settings, messages to the audience)
2. Give your advert a short name (e.g. The Journey)
3. Suggest appropriate music to emphasize the adverts message.Explain your choice.
4. Give suggestions for scheduling (time & place) the advert
5. Create a print advert, based on your TV advertisement, to go in lifestyle magazines like 'Heat', 'Cosmopolitan' and national newspapers.
6. EXTENSION TASK: Research storyboards using google. Now create a storyboard for your own Xmas TV OR Online advert.
Example for task 5:
