Analysis of an Advert

Advert: John Lewis - Monty the Penguin
https://www.youtube.com/watch?v=tLSUDUth3Sk

Introduction

format: It’s a series of adverts that come out each year for a Christmas campaign by John Lewis. It is accessible on YouTube and is broadcasted on television which makes it easy to share with friends. 

 Purpose: As there is a new advert each year for Christmas, its purpose is to bring people together as it has quite a meaningful message of love. This helps family's to get together for the holidays and attract an audience to go shop at the place which the ad is from, in this case, John Lewis.

Platform for broadcast: The platform for broadcast is Television which made it highly popular in the UK during the holidays as is would come on quite often. Because of that, a large amount of people look forward to seeing a new advertisement from John Lewis each year which popularises the ad. 

Target audience: the wonderful thing about this advertisement is that it doesn't have a set target audience. Anyone can watch this ad which also makes it very popular as there are no age limitations.

What type of advert is it and what mode of address is used?

Identify the key persuasive techniques used
Sympathy is a key persuasive technique in this advertisement. The penguin kept going on its everyday life till he noticed a lot of couples around him during the holiday time. This made him want a special someone in his life. This makes the audience feel sad for the penguin and some can even relate to it which makes the ad very sympathy based.

Messages and values in the advert? Does it create a “buzz”?
It portrays a message of love in the holiday season, not even a love as in relationships, a love between people. That's why this emotional advertisement attracts a lot of people. When watching this ad, a lot of people might wonder who made it and when they see the John Lewis logo at the end they would want to shop there.