Media Forms - How are different techniques used together to compress a person's life into 60 seconds
Media Institutions - How does the advertisement communicate brand values for John Lewis?
Media Representation - How is a woman's life represented in the
advertisement?
Media Audiences - What pleasures does the advertisement offer its audience?
The life of one person is compressed into 60 seconds as the whole advert is more or less the same shot, by using this effect, it is possible to save time by just moving the camera around instead of having transitions between shots.
The advertisement features a slogan 'Never Unknowingly Unsold' which summarises the whole brand in one line. Also the clever use of music emphasises the brand, especially the words within the song, that communicate with the audience, the song is meaningful and achieves what John Lewis aimed to achieve.
A woman's life is represented by showing the typical life of a woman i.e (coming home, cooking, housewife duties) however it also portrays the main character at a young age, growing up, studying, and graduating, therefore the audience will aspire to be like the woman portrayed in the advertisement.
The advertisement for John Lewis provides the audience with a pleasure in that they give the audience a family feel, as the music is the only audio in the advertisement so therefore the audience will be listening to the words.
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