By Lewis Davis and Rachel Hedger, second year Sociology students.
With John Lewis setting the precedent for Christmas adverts over the preceding years, you may well have had high hopes for this year’s festive flurry hitting your screens (and we don’t mean snow on your windscreen!). But after 2016 proved itself to be a pretty miserable year – Bowie, Wood, Rickman, Wogan (Brexit and Trump, too!) – the big businesses thought we deserved to be cheered up and these ads are definitely “more in tune with the Christmas the nation wants and needs to have in 2016” (Marketing Week, 2016). What they didn’t expect, however, was how happy their adverts would make us sociologists; adverts featuring prominent characters from minority ethnic backgrounds, empowered women and same-sex couples – bringing to the forefront traditionally marginalised groups. Not only this, but they focus on the feeling of Christmastime rather than turning this holiday into a commercial opportunity! (However, it can be argued they are buying our custom by creating this positive feeling inside us…) Continue reading