Leonie Bulman's recent articles
Littlewoods Christmas advert slated across numerous online platforms for “killing the magic of Christmas”
The Littlewoods Christmas ad rolled out nationwide this month to a barrage of criticism, showing that too much emphasis on expensive gifts and 'receiving' in Christmas advertising sets a materialistic tone and drives viewers to feel pressurized, rather than encouraged to spend.
- The Littlewoods Christmas advert drives hugely negative sentiment: Many complain that the advert is sexist, implying that only mothers contribute to present-buying, while other consumers say the advert tries to “manipulate” people to go on huge shopping sprees paid for by cheap credit
- The John Lewis ad is generally well received: Despite some criticism, the majority of consumers like the “family” feel to the John Lewis advert and the subtle and “moving” message
- Some users make explicit comparisons between the two adverts: They comment that they prefer the John Lewis advert, which “is actually about the spirit of a family Christmas, rather than promoting a load of expensive products”
Consumers post their criticisms of the Littlewoods advert across a range of platforms:
- The advert is criticised across a range of platforms: Many go to the Littlewoods Facebook page to voice their anger, while others criticize the YouTube video of the advert and post their complaints on threads set up on Mumsnet