A2 Media - John Lewis TV advertising campaigns

In this blog post you will find seven John Lewis TV adverts from 2009-2012 which are featured in the exam revision booklet.

TASK: analyse each advert according to the following media key concepts:

Narrative – what is the storyline? Are there are enigmas within the narrative?

Semiotics – analyse the following aspects to determine the possible ‘meanings’ for the advert – costumes, settings, locations, music, editing, props, cinematography, style and characters.

Audience – target audience (class, gender, socio-economic status, demographic status), relevant audience theories

Representation – how is the advert representing the dominant John Lewis ideologies?

Genre – how can you tell this is a John Lewis advert? Is there a specific advertising genre that it fits in with? 

Christmas 2009

April 2010

Christmas 2010

Summer 2011

Christmas 2011

Autumn 2012

Christmas 2012

Christmas 2013

Christmas 2014