Wednesday, 1 July 2015

Analysing Advert-Sainsbury's

Christmas Advert




In this 3 minute and 40 seconds video advert for Sainsbury’s we see a shot of a German soldier in a war trench looking at a sweet that his girl back home sent him. This is a realist advert, which means that it follows the rules of reality, in this case history as it is based around World War l. The advert is emotional because the advert it showing something that is based around real life events and shows that even during a war, Christmas is a time for peace. The advert then moves onto a shot of a British soldier in his own trench looking at a bar of chocolate from his girl and sets the scene as the two main characters. The advert then cuts to both sides singing Silent Night in their respective languages. After this there are shots of the two main soldiers deciding to stop fighting and spend Christmas together but entering no mans land. There are then shots of the main soldiers meeting and deciding to play football together, whilst other soldier play cards or talk about the family back home. Towards the end of the advert there are bombs going off reminding them that they are in the middle of a war and must now return to the trenches. After the main soldiers are back in their trenches they realise that they had both decided to swap sweets, therefore giving the other a Christmas present. The narrative of this advert is that Christmas is a time for sharing, be it experiences or presents, and shows to sides of a war sharing a game of football and sweets. Sainsbury’s emphasises this by using the slogan ‘Christmas is for sharing’. The sound used works with the advert as it is slow and emotional which would leave the viewer feeling very touched.

This advert is aimed at families to show that Christmas is about sharing time and gifts with. The advert uses bright lighting and dull colours on the uniforms but bright colours on the important things like the bright blue of the chocolate wrapper. There is no repetitive music it is just tone tune that goes through the advert. The colours used in the advert are carefully selected to fit the year 1914 during a war, so dull browns and green so that when they are fighting they are harder to spot. It is also Christmas so there is snow falling at the beginning of the advert and everyone is wearing thick coats over their uniforms. The beginning of the advert shows the British soldier looking at a picture of his girlfriend or wife. This allows us to understand that he is missing her and tries to inspire the audience to want to be with family. This is where the message comes from, Christmas is for sharing, it means go share Christmas with those you miss and love. The main thing this advert is trying to convey is that no matter where you are or who you’re with, Christmas is a special time where fighting is meant to end and you should enjoy the time you have with those you can. The soldiers do this by putting down the guns and having friendly conversations and having fun, the war could wait until after Christmas.

The unique selling point of this advert is the use of real life letters from WWl to reenact the football game at Christmas. This is saying that if Britain and Germany can get along at Christmas and enjoy themselves during a war then we can enjoy ourselves with family and friends without the stress of war going on around us. This can be used as an advantage over other supermarkets like Tesco since Tesco’s Christmas advert was about turning on Christmas lights, even thought the lightshow on the actual building was really impressive, it doesn’t have an inspirational real life narrative to it. The unique selling proposition for this advert is to get you to understand that Sainsbury’s knows what a Christmas should really be like so that you can only have the best Christmas possible if you go to Sainsbury’s instead of Tesco.

This advert is fulfills most of the ASA regulations because it does advertise sweets and chocolate as the gifts to each other. However, it doesn't make any claims to anything. Sainsbury’s is not trying to encourage excessive consumption of food or drinks, it only suggests that a little something sweet could mean the world to someone you love. No misleading impressions of nutritional benefit of products are seen in the video. All this advert is trying to do is encourage the viewer that the Sainsbury’s could give you a great Christmas.

The advert is clearly aimed at families who are forgetting that you only need time spent with family to have a great day and it’s not all about presents. In terms of the creation advert I think it reigns true to what the history books and letters say about how soldiers spent Christmas. Every man in England was required to join the army so there was no specific class but it left many jobs free at home so the lowest class aimed at would be working class.

Media Effects

Should the Media be Regulated?

The media today is heavily regulated. Since 1984, everything has an age rating on it, DVDs, Games and Films. The reason why this is, is to protect vulnerable people from possible negative effects of the media. This is why people ask for ID when you are buying a DVD aged 18, they usually ask if you look under 21. Before the BBFC (British Board of Film Classification) started putting age ratings on film it was chaos, anyone including children could just walk into a store and buy a film with sex, violence and graphic murder in it.

Before the ratings were introduced anyone could watch any film. The editors of Evil Dead however cut a lot of the scenes out when it went into the cinema so the film didn't appear as bad towards the people who watched it. However, when it went to dvd the editors could put all the cut scenes back into it so when the children bought the dvd it was far worse than what they saw in the cinema. This was the main reason why the age rating was added to films. The only problem with this was that parents of the children who had already seen inappropriate films believe that they have acted too late and the damage was already done. This did however, prevent future cases of children buying inappropriate films.

The main issue within the media effects and standards is the portrayal of violence in films. The Hunger Games is a well known film and is known for is violent themes throughout the film. The whole theme is quite literally a bunch of children entering into an arena to kill everyone until there is one person left, one of the children was a little girl about six years old. The rating for this film from that description should make you think 18 but the rating is actually a 12. This allows children of 12 and above to see children killing each other.

There are many theories made about media and the effect it has on people. The Hypodermic theory would come into effect when young children can play Grand Theft Auto and witness many characters smoking, taking drug and fighting with anybody, this then implies that the game plants the idea that this is the way to act directly into their minds. The downside of this theory though is that the audience is considered passive and therefore just let the media influence their views but in some cases a child has already learned that this is not the way to act in real life and only act that way when playing the game.

Desensitisation is the theory that suggests children have been exposed to too much violence and therefore have been 'desensitised' to the horror of real life violence. This would come into effect with the Call of Duty game series. Each game the main character is a soldier in a war. This allows children the ability to graphically kill other characters using a range of guns, grenades and even bombs. This could potentially desensitise their views on people killing people in the streets with guns or even terrorists using bombs. Worse case scenario, it could influence them like the film natural born killers, they will become obsessed with guns and violence and could even go orotund blowing up building and going on killing sprees.

The copycat or modelling theory suggests that watching a film or television program can lead to negative behaviour. An example of this is the show Power Rangers, this show was all about the complicated and flashy kicks to take down the bad guys and children loved them. However, since children loved them the show inspired the children to be just like them so they would go about copying the kicks and hitting anyone who they are pretending to be the bad guy, this could cause serious damage to them or the other person. This could also lead them to becoming increasingly violent as they grow up. Natural Born Killers is another example of the copycat theory. In America, many young people have gone on killing sprees after watching the surreal film.

The use and gratifications theory talks about how the media effects people differently depending on their personality. This theory talks about how the media can't change peoples beliefs that they have acquired through life experiences. However, if the media is discussing something that confirms their beliefs. One man left the country to return to his home country after seeing footage of the war happening there as he believed it was his right to fight for his country and religion. If someone decided that that war was wrong and they didn't want anything to do with it then the media would not be able to change their mind on that.

PEGI is the company that adds the rating to games and decide what age the games content are appropriate. PEGI had rated the Grand Theft Auto game series as R rated but some children still managed to get a hold of them from a parent or borrowing from a friend who got it off their parents. These games created a morale panic among parents and they tried to get it banned. Parents were worried that these games would encourage their children to go around shooting innocent people. The worst game in the series was Grand theft Auto San Andreas as it allows the character to steal a plane and rein act the 9/11 terrorist attack. This caused even more outrage amongst parents as they believed it was teaching their children that it was ok to be a terrorist.

Call of Duty Modern Warfare 2 also created a moral panic amongst parents. This game is based around the war in Afghanistan that was still happening during the games release. Parents tried to get it banned because of it's violence and because of the graphic blood and other gory images used throughout the game. Parents also thought that the game was disrespectful since it was released on remembrance day and instead of wanting to remember soldiers who gave their life for the country, all the kids wanted to do was play this violent game.

In 1959, the Obscene Publications Act was first introduced to protects people from inappropriate publications in the media. This act was used to ban many publications that were considered obscene. The most popular one was D. H. Lawrence's book Lady Chatterly's Lover. Lady Chatterly's Lover is all about a scandalous love affair filled with sexual terms and references that would make the author of 50 Shades trilogy blush. The book was banned from the UK as it was considered inappropriate literature. The book was later re-published but was completely censored. This act also applies to television, it protects us from content that is likely to deprave or corrupt it's intended audience. Meaning if it showed a lot of drugs, sexually explicit material or violence.


The WarShed act was first introduced in 1994 to protect children from swearing on programs, programs could then have swearing on shows after 9pm as that is about the time children are asleep. Before this was introduced anything could be shown on television with bad language or graphic violence at any time. In England they put a stop to this so anything with swearing, sexual scenes or violence couldn’t be shown on the television until 9pm, this means programs like South Park, which contains a borderline obscene amount of swearing is only allowed to be shown during adult time after 9pm. The laws in America aren’t as strict as they show these programs at any time of the day. In America they show South Park at 3pm, which is the usually time children finish school, in the afternoon on Fox since they don't feel the need to ban programs until after 9pm.

The Video Recordings act was first introduced in 1979 in the UK, this was to stop children being able to walk into a video shop and buying inappropriate videos. In response to concerns about violence in media which lead to the murder of James Bulger who was just a toddler in 1993, two convicts Robert Thompson and John Veneables had been watching and inspired by Child's Play 3 prior to the murder of Jamie Bulger which John Veneables’ father had rented. After this Laws concerning Video Nasties were tightened.

As well as Child’s Play there other Video Nasties, which were films that were not suitable for people to watch such as the Evil Dead and Natural Born Killers. These were films that children had seen because they had no age ranting until the Video Recordings Act was brought into effect. Parents thought that these films were the source of certain killings; meaning young kids could have watched these films and reenacted them. The James Bulger murder was the most famous one since the press had reported that the killers were obsessed with Child’s Play 3. Another incident, which could have been caused by one of these video nasties, was the Columbine Massacre. The film The Basketball Diaries in 1995 was blamed for being the reason behind the massacre. The Columbine Massacre was when two teenagers went on a massive shooting at a school in 1999. 13 people were killed and more than 20 wounded. This film was then banned from viewing and from being bought in the UK.

On the 19th of August 1987 in Hungerford a UK unemployed man killed 16 people including his mother before committing suicide. The press later reported that the killer was obsessed with the film Rambo First Blood, the film was known to feature similar events to what happened during the massacre. However, there was no evidence to support the fact the film made him do it since he didn’t own the film or a video player. There has never been a solid motive for why the killing happened and it remains one of the worst massacres in the UK.

The main argument behind the banning of the films like Rambo revolved around the Copycat effect. It is believed that certain material is likely to invoke or uncover criminal tendencies hidden in the viewers subconscious. Tookey argued that people who saw crash would be encouraged to behave the way they saw in the films. The main thesis is that the film was using car crashes to promote sexual pleasure. People believed that the copycat effect linked major crimes to television programs or films. They point out that this film was responsible for the Hungerford shootings since he was obsessed with Rambo films.

Natural Born Killers was another film that the governing bodies tried to get banned since people say that Natural Born Killers was the trigger in the people who committed three murders. And that it had caused desensitisation to the pain of the victims. These murders lead to the decision for stricter legislation, which was immediately supported by the Newson Report. However, the Newson Report was not basing their argument on any new research. An inquiry to the House of Lords rebutted the link between the killing and the video due to lack of evidence and the video was never fully made public.

In Conclusion I think that media in the UK should be more regulated due to the fact it would be chaos if we didn’t. Chaos would come in the forms of crimes, murders and negative behaviour with a connection to films, games or any other form of media. Films like The Human Centipede and the Saw franchise has been banned from being viewed on television and being released onto DVD, however, it is still available to be watched online. Saw shows graphic violence/ torture in the form of people being beheaded by machetes people being torched alive until they die, it would be upmost chaos if these types of films didn't have ratings on them and young children can buy and watch them. It could encourage young children, who these films aren’t appropriate for, getting ideas from these films and reenacting these murders on their friends. I also think that games such as Grand Theft Auto and Call of Duty should stick with the R ratings, even though parents will buy these games for their children. If their children are encouraged to act negatively it would be the parents fault for buying their child and R rated game.