John Lewis (Purpose) Flashcards
PLAN
1 Hour 20 Mins to complete
SECTION ONE: Introduction
All media, including television adverts, fulfil specific purposes through a variety of means, targeting different aspects of viewer engagement, messaging and objectives. Since launching its first advert ‘Shadows” in 2007, John Lewis (JL) has established its Christmas adverts as the launch and focal point of the Christmas season. JL would argue that its 2014 and 2015 Christmas adverts had a dual purpose: (1) To perform a public service by reminding people of the importance of showing kindness, giving and looking out for those who maybe lonely and unhappy, and, in 2015, of actively supporting a charity; and (2) To offer entertainment, providing the audience with enjoyment and a break from the routine of daily life. However, as a commercial company, it could be argued that JL’s primary purpose is to increase sales, maximise profits and raise awareness of the brand to maintain and grow customer base.
SECTION TWO: Underlying Theory
According to Uses and Gratification theory, people actively choose to engage with the media based on their own needs and desires. The media serves specific purposes for individuals, such as entertainment, information seeking or personal identity formation. This provides a framework for understanding the complex interactions between media, audience and society.
SECTION THREE: Public Service
Para 1 of 2
JL is often considered as a ‘caring’ brand due to several core aspects of its business model, such as its Employee Ownership Model, where employees are known as ‘partners’ and receive a share of the profits. JL’s “Monty the Penguin” advert serves as an example of how a commercial advert can also fulfill a public service, albeit in a more indirect manner than traditional public service announcements. The story of Monty emphasises themes of friendship, love, and the joy of giving. The narrative of the advert revolves around a little boy, Sam, and his penguin friend, Monty. Their friendship exemplifies deep bonds and care for each other, mirroring human relationships’ emotional depth. This reminds viewers of the importance of relationships and caring for one another. The advert also uses semantic coding to demonstrate Monty’s loneliness, through a close-up of Monty’s eyes dilating when he sees people in love. In the climax, Sam provides Monty with a gift of a companion penguin, which underscores themes of love, friendship and the joy of making others happy. By highlighting these values to the middle class 21st century audience, who considers itself as being in touch with its emotions, and keen to do the ‘right thing’, the advert encourages viewers to think about and engage in acts of kindness and generosity.
SECTION THREE: Public Service
Para 2 of 2
Whilst Monty the Penguin provided a subtle public service, the Man on the Moon advert the following year was much more overt in this purpose. The central narrative of the advert – a young girl discovers an old man living alone on the moon and seeks to connect with him – highlights the loneliness and isolation that many elderly people experience. By bringing this issue into the public consciousness, the advert encourages viewers to think about and act on the loneliness of the elderly in their communities. In conjunction with the storytelling that highlights a social issue, JL used this advert as an opportunity to support Age UK - ‘Text £5 number’ onscreen at the end of the advert, and the offer to donate a percentage of profits from the sale of certain items. The ‘Man on the Moon’ advert serves as a powerful example of how commercial advertising can fulfil a public service by raising awareness, encouraging action and fostering community spirit.
SECTION FOUR: Entertainment
As per three paragraphs in Meeting Needs
SECTION FIVE: Profit and Brand
As per two paragraphs in Meeting Needs
SECTION SIX: Conclusion
In conclusion, the easiest and most obvious stance to take is that JL’s adverts key purpose is to promote the brand an maximise profitability. As a commercial organisation, this must be their #1 objective. However, both ‘Monty the Penguin’ and ‘Man on the Moon’ demonstrate how commercial adverts can transcend their primary purpose. Through storytelling and emotional engagement, the adverts entertain and contribute positively to society.
