Christmas Adverts.

In these three Christmas adverts, they all are trying to achieve the same goal, which is to get customers to buy products from their stores. All the adverts have the common theme of friendship which is a category in Users and Gratification (Audience Theory) because the majority of people want to make new friendships. In the Sainsbury's 2015 advert it shows how people come together to help others to improve their Christmas. In the John Lewis Advert it shows a girl desperately trying to make friends with the man on the moon by sending him a gift for Christmas. And in the Sainsbury's 2014 advert it shows how people put their differences aside for Christmas.The reason why these adverts show the idea of friendship around Christmas is because it is supposed to be the time of year when everyone gets together. Sainsbury's and John Lewis use Christmas as a selling point. The audience is supposed to feel connected with the people in the advert so that they feel tempted to buy products.

 The adverts also use the Hypodermic Needle theory to get people to buy their products. Within the John Lewis adverts, everything within the frame you can buy from John Lewis. This suggests to the audience that if you want the perfect Christmas, you have to go to John Lewis. This is injecting the idea that the audience has to spend allot of money at Christmas to make it perfect. This puts the audience in a position where they are encouraged to spend money.

In both of the Sainsbury's advert they constantly push the idea of friendship onto the audience as it shows to the audience that they believe the idea that Christmas is about being kind to others. Although the advert is not showing the audience what products they can buy the audience still want to go to Sainsbury's as they agree with the message that Sainsbury's are sending out. They are being sent subliminal messages to make them tempted to spend money.