The John Lewis advert, in recent years, has become the most anticipated British Christmas advert. As the advert is one of the most frequently viewed during the Christmas period, the advert must appeal to a mass audience of virtually everyone, from young children, to adults, to the elderly. The advert is designed to provoke an emotional response, which effectively gains the attention of the audience.
The advert does not directly feature any one product, but is more of an overall advertisement for John Lewis, which also makes it appropriate to all audiences because it is not specific.
The advert identify with many as it creates a personal response because it features a child receiving the gift, however simple, they so badly desire, which is a feeling everyone has experienced at some time in their lives. This is shown with the slogan "Give someone the Christmas they've been dreaming of", featured in the image above, which directly addresses the viewer.
Computer generated images are used throughout the text to create the character Monty, the penguin. The advert depicts the friendship of a little boy and his penguin that becomes somewhat melancholy when he sees couples in the street, however this is resolved when the little boy receives a companion for his penguin
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