All I want for Christmas is another heart-warming John Lewis Advert ^_^
So it’s that time of the year again, the ground is frosty, the air is crisp, the atmosphere is buzzing full of festive cheer, children are singing Christmas carols and people exchanging kisses under the mistletoe, all because SANTA CLAUSE IS COMING TO TOWN! SAN-TA-CLAUSE IS COMING TO TOWNNN! YAY!! But perhaps, one of the most prominent festive give a way’s are the numerous touching Christmas adverts that light up our cosy living room TV screens. Recently John Lewis have released their new 2012 Christmas ad titled ‘The Journey’, Words can’t express how lovely and touching this advert is, it’s a MUST watch! My partner has been going on about it for days now and I finally got round to watching the full version, and within five second of the ad there was a lump in my throat. The advert just melts the hearts of consumers, and it melted mine to a puddle of icky, gooey, lovely Christmas’s snowman love. It has become my favourite Christmas ad of all time and must have watched it at least 50 times now…..and I’m still not bored of it.
This year John Lewis’s festive treat features a snowman (we’ll name him carrots) combating sheep, menacing mountains, snow storms, roaring rapids and of course traffic, to bring back the most amazing gift for his snowlady friend (who I’m going to call Sage). I don’t know what it is exactly about this advert that brings tears to my eyes, but I think it is a combination of many elements such as, the inspiration heartfelt song, the Snowman’s expressions, the message behind the advert ‘give a little more love at Christmas’, and of course the touching story line.
This particular John Lewis advert was received with such great praise and popularity that it instantly shot up to number 3 in the ‘7 day global ad charts’. The ad also received 19,857 share on Facebook and 2,583,797 views on Youtube. So it seems the release of any new John Lewis Christmas advert has become such a highly anticipated and celebrated event, that Channel 4 began airing ‘teasers’ commercials early last week for the snowman advert. More than that, it was even premiered! Channel 4 gave up over a whole commercial break to introduce the advert to the public, as if it was a feature film, crazy right!
The power of love and emotions is a strong force in advertising. As much as we might all hate to admit it, even you men out there, we all love a good ad which makes us shed a tear or two. I feel John Lewis achieves a fantastic balance of love and emotions in their advertising campaigns, from time-traveling love stories to cute nostalgic Christmas ads, they make even the toughest of us reach for the tissue box.
Psychological research has shown Emotions influence human behaviour in both strong and subtle ways. Strong emotions can cause you to take actions you might have not normally performed, or negative emotions can lead you to avoid certain situations. It is important here to make a clear distinction between ‘emotions’ and ‘reason’, emotions lead to action while reason leads to conclusion. Emotion can be defined as a complex state of feeling that involves physiological arousal, expressive behaviours, and conscious experience (Myers, 2004). Many psychological theories of emotions have been proposed; perhaps the most well-known is the James-Lange Theory. This theory suggests that emotions occur as a result of physiological reactions to events. Your emotional reaction is dependent upon how you interpret those physical events.
The use of emotions in advertising is referred to as ’emotional marketing’. The practice of emotional marketing is all about getting your target audience to connect with your product, service, or brand at a very basic and fundamental level – the level of emotions. In order for emotional marketing to work, a company needs to back up their product, services and brand the whole way. Brands that don’t make emotional connections with their prospective customers will eventually lose out to those that do. Emotional marketing can only take place once companies deliver a user experience that embodies their promise. Once they are able to deliver on their promise, they can then go ahead and market their experience.
There are many emotional triggers companies can use to evoke feelings among their target audience. Here are a few common ones (Ekman, 1992):
John Lewis evoke touching feelings of love, inspiration, Belonging and passion into their 2012 Christmas ad. These feelings have created a solid emotional connection with the consumer, meaning the consumer has now built a positive emotional brand association with the company. The ‘power of love’ consumers feel after watching the ad inspires them to go purchase products from John Lewis and this is how they pull consumers in.
So John Lewis haven’t succeed because they make great ad’s with cute snowmen, John Lewis, particularly their 2012 Christmas ad succeeded because of their passion, love and promise. “its love and passion for high-quality services and products for each and every customer that walks through the doors of John Lewis. “When that love manifested in the brand, consumers manifest it in their own lives and hearts.” This message results in, not only an emotional connection but an individual one. Having a one-to-one connection which brands in today’s marketplace is essential for brand dominance.
Well this is the last Consumer Psychology blog. I want to thank everyone who read and commented on my blogs, i really do appreciate all your thoughts and opinions. I hope everyone has a fantastic Christmas full of lots of goodies and treats!
Myers, D. G. (2004). Theories of emotion. Psychology: Seventh Edition, New York, NY: Worth Publishers, 500.
Ekman, P. (1992). An argument for basic emotions. Cognition & Emotion 6, 169–200.