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Three of the Best and Worst Christmas ads. Term Paper

Term Paper Instructions:

In this essay you need to identify and analyze 3 best and 3 worst Christmans ads in 2019, and tell us why in detail. More info in pdf.
- Please try to pick Christmans ads from larger companies. These companies are better selections you can pick: John Lewis, Waitrose, Walmart, Amazon, Apple, and more. PLEASE PICK BIGGER COMPANIES. And also it's also better to at least choose two british companies' Christmas ads to analyze.

 

ADVERTISING STRATEGY FALL 2019 COURSEWORK - ASSIGNMENT PAPER Christmas to UK advertising is becoming what the Super Bowl is to the US advertising market. The big retailers' Xmas commercials morph conceptually into events: postings and publishing’s actively awaited, accessed, discussed, and assessed by the ad industry and by the public at large. Critically evaluate what are three of the best and three of the worst Christmas Adverts of 2019. An assignment paper of up to 2,500 words. To reprise: the word count is a guideline only; the assignment is a quality exercise rather than a quantity exercise.STRUCTURE AND MARKING SCHEME - 1. Introduction (5%). 2. Criteria. What constitutes ‘best’ and ‘worst’ viral success, TVRs, industry reviews/comments, creative scores. (20%). 3. For each ad unpacking the marketing and advertising objectives, target group, creative appeals, propositions, tone/voice, (if applicable) casting, music/sound design, and the advertising and media strategy. Commenting on why the ad is (or likely to be) successful or otherwise. In particular assessing the material on the consistency/ development of the brand e.g. shares, (dis)likes, scale of the parodies, spoofs. Allow 10% for each ad (6 x 10% = 60%). 4. Conclusion and Recommendations (15%)

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Three of the Best and Worst Christmas ads
Various companies attempt to grab the attention of their consumer's through the creation of Christmas ads. However, the field is saturated and different viewers give different reports on the adverts. The audience responds to the ads through social media platforms like Twitter and news magazines compiled by multiple reporters. The provision of social data has aided in the ranking of the major UK Christmas adverts. The audience viewing the ads helps in the determination of the best and worst presentations that yield to the ranking of the companies.
The best ads
Excitable Edgar- John Lewis
The most awaited Christmas advert is a film creation by John Lewis. The video received enormous reaction from the public as most people voted it the best in the year. The video has received a sentiment of 94% positive acceptance from large demographics (Brand watch Report). Fortunately, the simple video by John fulfilled the curiosity of tremendous populations as many people liked the song and the message presented by the artist. The ad met the theme requirements of helping the needy during festivities. The film gives a strong message on the value of accepting all the members of the community. The dragon character used in the video is overwhelmed with the Christmas mood (Hill), and it thus gets excited and breathes fire whenever he sees places and things related to the season. The fire burns down the Christmas trees prepared by the people in the village and the skating ice reserved for kids (Deen). The suspense created draws the attention of many viewers as they want to know the next action by the villagers. The main message is that the Christmas mood is much stronger than any villain as the villagers showcased by going for the festivities.
This video got a rating of 6/10 and this is a testament to its widespread acceptance. In the advert, many people abandoned the dragon but the little girl befriended him. Many people get fascinated by the action of the little girl of getting the dragon a gift (Denham). The dragon’s action of taking the pudding to the Christmas dinner is one that showcases the overwhelming power of the Christmas festivities. However, in spite of the above, the villagers were still in fear as the dragon had already showed them his dark side (Deen). In this case, the people are wrong because the dragon is happy about the gift and he impresses everyone by the calmness. This action changes the tone of the video as the perception of many individuals towards the dragon is deemed wrong. The film educates the viewers on caring about the welfare of others in society as well as the larger meaning of Christmas of caring and sharing (Swayze). Although the dragon had done a mistake, he needed love and once the girl had offered the gift, he changed and could not breathe fire anymore (Deen). While the video promotes business activities by providing images of the dragon for sale as a toy for kids, it makes sure to give a prick on the Christmas theme (Soen). Kids will also enjoy the part of the advert through the possession of Edgar dragon. The ad by John Lewis became the best for winning at least two media shares and being mentioned twice in news ar...
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