The festive psychology behind Strategic Christmas TV advertising
Christmas is traditionally a time for giving. And for most of us, giving means buying – the perfect excuse for major retailers to conduct an advertising assault that pulls on our heart strings and empties our pockets.
Seasonal TV adverts are full of signs and symbols playing on our subconscious. But in recent years, the adverts are a little less traditional, and some, perhaps, even have a political undertone.
Here are some of the most iconic to date, people wait the entire year for these releases and you’ll see why.
Video 1 - M&S Christmas Advert:
Leading up to the presidential election in the US, debates about feminism were at the center of global affairs. The M&S advert has apparently embraced this debate without alienating traditional values, through the use of a feminist Mrs Claus.
Video 2 - John Lewis Christmas Advert:
Most people consciously try not to be seduced by advertising, so using animals is a great way to get people’s defenses down as they simply see a cute dog or robin. As they focus on the animal, they unknowingly process the rest of the message, ensuring it will be remembered.
Video 3 - Waitrose Christmas Advert:
Piggybacking on existing strong emotions is a great way to ensure that adverts are remembered – and to make people feel connected with their messages.
Video 4 - Sainsbury Christmas Advert:
It is a lovely advert with a great message; that family counts during the festive season. Plus, with the added aim of raising money for Great Ormond Street Hospital, it is clear that Sainsbury’s want the message to reflect how they’d like customers to view them, as a store with core values that is there to help.
Video 5 - Morrisons Christmas Advert:
Supermarkets use the ingredients of happy family values, festive food, and seasonal music to ensure that consumers associate them with the key aspects of Christmas.
Approximately November 10 every year – all the major retailers around the world release their festive tear-jerkers, stay tuned.