report homwork part 1

Sainsbury’s Christmas advert

Promotional

Demographics- The ad is intended for all demographic groups from A to E. This is because it’s based on a story of hope and based on real live events which have a very strong emotional appeal for any adult. The ad is based on World War 1 which would appeal much older audience but the characters are young men and late teenagers which would appeal to younger people.  

Psychographics -The ad focuses on the struggle and hopelessness of war which would appeal to strugglers. It also shows bravery of the solider risking his life to get out of the trench which would appeal to Explorers. It shows that people are playing football altogether which appeals to Mainstreamers. Reformers would like the fact the soldiers stop what they are supposed to be doing and do something different. Finally the message of hope would appeal to aspirers. In summary I believe it appeals to all Psychographic groups.

The ad is only recognisable at the very end when you see the Sainsbury’s logo. This is a very powerful effect as the ad is very emotional and lets you’re emotions build up before you realising what it is.

Emotional appeal-The purpose of the advert is to associate Sainsbury’s with a caring and an amazing event of history so you feel emotionally good with Sainsbury’s as a brand and want to buy Christmas food from them.

The advert is a bit like a movie. It starts with something bleak and a feeling of hopelessness.

When the singing starts you have a feeling of hope and togetherness and the snow adds to the effect and gives you a warm Christmas feel.

The robin flying is designed to give hope and freedom

When they shake hands…

…and play football there is a great feeling of joy and amazement.

Finally when the fighting starts again and they realize they exchange gifts it makes you want to cry in a good way so when you finally seen the Sainsbury’s logo you’re feeling warm and lovely towards Sainsbury’s. The persuasive techniques are therefore altruism, friendship and also hope.  

Using WW1 to promote the supermarket chain is very clever because the images and message appeal to almost every level of society. The chocolate bar is something they might sell and the packaging being old is designed to make you feel that the company has been around since the first world war and can be trusted. The association with such an amazing event makes you feel they are a caring company.

Viral buzz- Viral buzz means is something that gets an emotional reaction and makes you want to share it. The ad uses the Remarkable to create a viral buzz. The ad gives you a real sense of joy and faith in the human spirit which makes you want to share it. The very fact they say “Christmas is for sharing” makes you want to go and share the advert with other people.