y her telescope. She wants to reach him, so she makes many efforts like waving, firing messages by an arrow, but all failed(Georgina, 2015). However, at the end of this story, a gift of John Lewis represent the love from the little girl flying to the hand of the old man, reminding him he was connected with the earth which is full of love.
At the last scene, the old man sheds a tear of joy, waves his hand from the moon. And a sentence emergences on the screen: ‘Show someone they are loved this Christmas(Georgina, 2015).’ As BI theory infers that consumers’ purchasing behavior are more and more emotional, for advertiser must not only satisfy their functional need, but also emotional needs. John Lewis Christmas video, as a form of advertisement, can cater for the requirement of both.
The leader of the brand marketing, Rachel Swift revealed that the theme of this ads in recent years remains the same, calling for love and care, we’d better prepare gifts with love and sincere for people surrounded, at the same time, teach children they should give when they receive. This is what we want to delivery to our customers in this video. That is to say, in order to build their brand awareness and brand image, Christmas adverts used as a good
strategy for John Lewis, it always about storytelling through music and emotion touch the most soft place in customers’ heart instead of straightforward promoting their products in the video (Harry, 2015). Even though the Advertising is a kind of marketing communication which can promote commodities and service, John Lewis can build a good brand image by waking people’s sympathy and leaving a positive and unforgettable impression, this is the success of John Lewis, whose advertisement makes contribution to brand image. So some people consider Christmas advert of John Lewis is an art film rather than commercial ads which not only seek to increase the sales of products through branding.
At the same time, the Christmas advert of John Lewis has great influence on society, as the topic of this year is quite schmaltzy but paid little attention before, it can draw more people’s attention about the survival of old people (Georgina, 2015).
4. Conclusion 总结
In terms of building brand image, John Lewis can be the most successful company against all the rivals, its advertising theme keep high level on creativity. As many businessmen believed that advertisement is only part of the long-term investment in the personality of the brand, for John Lewis, it is not enough, it raised large numbers of money upon its good reputation for the charity Age UK (Georgina, 2015), which can benefit for changing the living condition of old people and appeal more attention from public to old people. Big idea effectively used in the advertise, not only improve the brand image, but also help the people in need, that is a responsible company should do.
Reference文献
1. Stone, Jason (12 November 2013).'John Lewis Christmas ads: how they evolved from 2007 to 2013'. The Guardian.
2. The Telegraph ( 31 December 2015). Watch: John Lewis Christmas advert 2015.
3. Georgina Lawton ( 06 Nov 2015). The 2015 John Lewis Christmas Advert Has Arrived…
4. Uttara Manohar (05 January, 2012). Modern Advertising Methods.
5. Ewen, Captains of Consciousness (197
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