4. Advertisements from Marks and Spencer
In comparison to John Lewis’ advertisements, which are based on humanitarianism, Marks and Spencer’s advertisements depict Christmas as a magical and fairytale-like season. According to Patrick Bousquet-Chavanne, who is the executive director of marketing, these magical advertisements aim to represent a “moment to escape the realities of every day life” (Bousquet-Chavanne). Thus, rather than creating a sentimental advertisement that leaves a heavy thought, Marks and Spencer desires to capture the enchantment and joy during Christmas time by creating “fun and light-hearted” advertisements (Perring) such as ‘Follow the Fairies’ and ‘Christmas Fairytale’.
One element that makes Marks and Spencer’s advertisements special and distinctive from the other Christmas advertisements is the literary context. For example, in ‘Christmas Fairytale’, several stories from children’s literatures are depicted as the main character goes on a strange journey to find her dog. The advertisement begins by showing a young woman who is chasing after her dog; however, she falls into a magical manhole that seems to be endless. Although this is merely the beginning of the advertisement, there is a direct reference to Lewis Carroll’s fictional novel, …show more content…
a) Music
Unlike John Lewis’ advertisements, where emotional songs with heart-felt lyrics are often used, Marks and Spencer’s choice of music is quite different. In the 2014 advertisement, ‘Follow the Fairies’, Julie London’s cover of “Fly me to the Moon” (Ballard), originally sung by Kaye Ballard, is used. The song it self is not a Christmas Carol; however, the festive spirit that lies in the lyrics:
3 Fly me to the moon
Let me play among the
In comparison to John Lewis’ advertisements, which are based on humanitarianism, Marks and Spencer’s advertisements depict Christmas as a magical and fairytale-like season. According to Patrick Bousquet-Chavanne, who is the executive director of marketing, these magical advertisements aim to represent a “moment to escape the realities of every day life” (Bousquet-Chavanne). Thus, rather than creating a sentimental advertisement that leaves a heavy thought, Marks and Spencer desires to capture the enchantment and joy during Christmas time by creating “fun and light-hearted” advertisements (Perring) such as ‘Follow the Fairies’ and ‘Christmas Fairytale’.
One element that makes Marks and Spencer’s advertisements special and distinctive from the other Christmas advertisements is the literary context. For example, in ‘Christmas Fairytale’, several stories from children’s literatures are depicted as the main character goes on a strange journey to find her dog. The advertisement begins by showing a young woman who is chasing after her dog; however, she falls into a magical manhole that seems to be endless. Although this is merely the beginning of the advertisement, there is a direct reference to Lewis Carroll’s fictional novel, …show more content…
a) Music
Unlike John Lewis’ advertisements, where emotional songs with heart-felt lyrics are often used, Marks and Spencer’s choice of music is quite different. In the 2014 advertisement, ‘Follow the Fairies’, Julie London’s cover of “Fly me to the Moon” (Ballard), originally sung by Kaye Ballard, is used. The song it self is not a Christmas Carol; however, the festive spirit that lies in the lyrics:
3 Fly me to the moon
Let me play among the