Analysis of Tesco Christmas Advert 2014 - Lights on Essay

Analysis of Tesco Christmas Advert 2014 - Lights on - Essay ExampleThe ad ends with a tagline Every Little Helps Make Christmas.Tesco seems to be shifting from its messaging, which has been price-based in the past, to focusing on guests and how the supermarket can function customers over the Christmas period (Butler & Sweney, 2014 p1). The ad seeks to celebrate Christmas and the excitement that the Christmas season brings to customer, as well as Tescos focus on aiding the countrys citizens in useful and fun ways. Tescos advertising and selling throughout the 2014 season has been based on price, especially in promoting their money-saving schemes and lower prices. However, it has been noted that this barely helped to remediate Tescos sales, as the supermarket has been one of the worst performers in the sector with sales dropping by 3.6% in the third quarter of 2014. As a result, their new ad has sought to focus on the customer (Butler & Sweney, 2014 p1).The Tesco advertisement can be analyzed using Cialdinis weapons of influence, in this case using the weapons of reciprocity, neighborly proof, and liking. Cialdini (2001 p132) identifies reciprocity as one of the weapons of influence, contending that if a request is preceded by a gift that the individual did not expect, then the marketer has a better chance of convincing potential clients. In this case, the customer testament feel the importance of returning the marketers favour. Tesco uses scenes of their staff aiding customers visiting their supermarket to choose their Christmas decorations, which they hope customers pull up stakes view as a favour and will reciprocate by buying Christmas decorations from Tesco. Social norms obligate people to reciprocate a favour with another (Rodgers & Thorson, 2013 p29). As such, the narrator in the Tesco ad claims that Tesco is in that respect to help customers every step of the way during the Christmas season, making it more likely that