The author Ally Fogg admits that Sainsbury’s Christmas ad is breathtaking, emotional and well made, but on the other hand the ad left him feeling uncomfortable and with disgust. Many brave people were killed in the first world war. Everyone imagines war as one of the worst images of human cruelty but Sainsbury’s changed this image just to sell its products. People cannot find blood, strong language and any other horrific images there. Fogg thinks that this whole theme of the war is not appropriate at all for this kind of advert, but what is most shocking is that war is shown as something beautiful.
