Download pdf - Lo spot John Lewis Christmas Advert e le sue parodie (di Laura Luise)

John Lewis Christmas Adv 2013

e Le Parodie

Luise Laura - Sociologia della Comunicazione – anno 2013/2014

1864 Apertura del primo negozio in Oxford Street a Londra.

1929 Primo Trust Settlement: the John Lewis Partnership. I profitti , da questo momento, vengono distribuiti tra tutti I Partners.

2011 Le vendite raggiungono £3.33bn

2013 Aperura di 39 negozi in UK

90,000 I Partners della JL

Un po’ di storia


Dal 2007

John Lewis usa la TV per costruire un collegamento emotivo con la nazione con ingenti

investimenti

OBIETTIVO : aumentare la propria presenza in un mercato competitivo

Parallelamente apre la comunicazione anche attraverso Canali alternativi

ALTRI CANALI

SITO

http://www.johnlewispresscentre.com/

YOUTUBE

https://www.youtube.com/channel/UCa1yUHQmV6Z0PpAUtfgNd9g

FACEBOOK

http://www.facebook.com/johnlewisretail

TWITTER

https://twitter.com/johnlewisretail

Facebook YouTube Twitter

Iscritti 29.149

Visitatori 132.872 28.978.586

Like 738.150

Tweet 15.700

Follower 128.000








https://twitter.com/johnlewisretail

2013

Nuova campagna Adv di Natale in TV- viene trasmetto 8 novembre durante la

trasmissione serale di X-factor

John Lewis Christmas Advert 2013 - The Bear & The Hare

Agency: adam&eveDDB Costo : 7 millioni di sterline

https://www.youtube.com/watch?v=XqWig2WARb0&list=PL42D9D81CBD8DB11E

Link al sito JL da cui poter

•Scaricare eBook interattivo “The Bear who had never seen Christmas”

•Guardare il “making of” dello spot

•Acquistare su iTunes la colonna sonora dello spot

•Creare Christmas Cards

•Acquistare gadget

•Accedere a Twitter

Target : le famiglie, i bambini Obiettivo: creare engagement, serialità

Numero Visite : 12.705.934 Numero Like : 85.865 Numero Dislike: 2.742 Numero Commenti: 7.770

http://www.theguardian.com/media/2013/nov/12/'http:/www.adamandeveddb.com

https://www.youtube.com/watch?v=XqWig2WARb0&list=PL42D9D81CBD8DB11E

• When I first watched this video a couple of months ago, I just cried ... and I did it again now, it's so touching • Beautiful music is the art of the prophets that can calm the agitations of the soul; • Very beautiful message and video! Congratulations! • Now THIS is a Christmas advert, love JL, best store in the UK by far IMO. Fantastic customer service. • For kids of all ages, Happy Holidays!

Tipologia di Commenti


Dall’analisi di 5 parodie emerge che:

Elementi su cui le parodie fanno leva sono

- Buoni sentimenti del Natale

- Aspetto “tenero” dei protagonisti

- La colonna sonora

- Il consumismo nascosto ( nel AdV originale non appaiono mai prodotti)

- Il richiamo ai film di animazione di Walt Disney

- Le prime parodie nascono gia’ nel 2008 ma solo nel 2013 si ha una produzione maggiore serialità

Analisi dei commenti

-Emerge il Modello di Encoding e Decoding di Hall

-2 categorie: POSIZIONE DOMINANTE

POSIZIONE DI OPPOSIZIONE – messaggio ridefinito in una cornice di riferimento alternativa

Ci sono 2 momenti distinti di encoding e decoding 1. encoding della John Lewis decoding da parte degli autori delle parodie

2. encoding delle parodie decoding degli spettatori

RISULTATI

-Spreadability

-Circolazione dal basso

-Nascono ulteriori fenomeni derivati


Le parodie su YouTube

https://www.youtube.com/watch?v=ZgXfWmgA9NE

1° Parodia

Numero Visite : 78.357 - Numero Like : 161 - Numero Dislike: 92 - Numero Commenti: 42


https://www.youtube.com/watch?v=ZgXfWmgA9NE


• Lol

• Absolutely brilliant

• It is a good parody though

• Best I've found. • Merry Christmas!!!

• Very good!!!

• Got to admire the effort in

making the original and the

hilarity for this parody :-D

VIDEO DERIVATI

Autore : KeithFK

Presente con un canale su YOUTUBE

https://www.youtube.com/user/KeithFK/

Numero iscritti: 102

Numero visualizzazioni: 82.427

Redattore di un Blog http://www.madcrazydaft.co.uk/bloggy/

• You little bitch why do you make it

• sick man

• Nooooo who would do this Horrible :(


http://www.madcrazydaft.co.uk/bloggy/



https://www.youtube.com/watch?v=wxWvxn8PV5k

2° Parodia



https://www.youtube.com/watch?v=wxWvxn8PV5k


• A great alternative to the John Lewis advert.

• lol you should send it to them

• Brilliant.

• That is soooo horrible :( how could u

do that to such a sweet advert?

• You have reined it to shit like u

VIDEO DERIVATI Autore : The Poke Written and performed by Sarah Campbell. Directed by Tom Levinge. Presente con un canale su YOUTUBE https://www.youtube.com/user/PokeHQ Numero iscritti: 23.033 Numero visualizzazioni: 21.307.077 Sito http://www.thepoke.co.uk/ Presente su TWITTER e FB SHOP on line http://www.shotdeadinthehead.com/the-poke.html?utm_source=TP_HP_SD_CP&utm_medium=LN&utm_content=TE&utm_campaign=The%255FPoke%255FShop%255FButton Newsletter http://forms.sign-up.to/?fid=1937&cid=14424

https://www.youtube.com/user/PokeHQ

http://www.thepoke.co.uk/














https://www.youtube.com/watch?v=GIImDUPSCT0

3° Parodia



https://www.youtube.com/watch?v=GIImDUPSCT0


•Excellent... you must see this! •Awesome parody of the John Lewis hare and bear •Now THIS is a Christmas trailer... •This! I love this! I want this to be my Christmas!

•That is soooo horrible :( how could u do that to such a sweet advert? •You have reined it to shit like u

VIDEO DERIVATI

Autore : RedshirtFilms Presente con un canale su YOUTUBE http://www.youtube.com/user/iamtimhelsing/about Numero iscritti: 960 Numero visualizzazioni: 105.813 Sito http://www.redshirtfilms.com/ Presente su TWITTER e FB


http://www.redshirtfilms.com/

http://www.youtube.com/watch?v=ro7KU_PnYSU

4° Parodia

Numero Visite : 410.564 - Numero Like : 2.171 - Numero Dislike: 442 - Numero Commenti: 211






• That was great, much more truthful than the original. • Hahahaha nice. • thos 422 people who disliked this vid have to have there head cheacked coz this vid is still making me laugh an hour after I watched this • As much as I like the John Lewis ad this is a good wake-up call that at the end of the day JL do just want your money (as with any other store). The fact this is the second result when you type "john lewis advert" into YouTube will no doubt result in a lot of hilarious trolling (not flaming - learn the difference mainstream media) and a brilliant response from John Lewis! • maybe your 4 year old shouldn't be using the 'fucking' internet. • It's YouTube, it's not a child proof website and facility for baby sitting. If you want that, use BBC iPlayer or another website that

holds those expectations.

• Not a funny at all. Yes, John Lewis do want your money, but I wonder what sector you are in where you aren't making money from something? Everyone needs material possessions, and if you had done your homework, then you would have realised that John Lewis are one of the most, if not the most, ethical retailers. I see this only as an attempt to gain some attention out of someone else's success to feed your own hurt. I'm sorry for you for whatever has caused that! • Not funny just says fk all the time • Thanks for that. My 4 year old learnt a lot when he stumbled across it. Fucking twat more like. • My 4 year old was watching a BBC documentary on whales when this came up as a suggestion. He thought it was a cartoon. I'm sure his preschool will be thrilled tomorrow when he tells them he wants to use the fucking laptops.

VIDEO DERIVATI

Autore : amateurtransplants Adam Kay ( uno show man) Presente con un canale su YOUTUBE https://www.youtube.com/user/amateurtubing/about Numero iscritti: 3.893 Numero visualizzazioni: 1.814.504 Sito http://www.amateurtransplants.com Presente su TWITTER e FB

https://www.youtube.com/user/amateurtubing/about

http://www.amateurtransplants.com/

https://www.youtube.com/watch?v=Y-m0jjEpf_Y

5° Parodia







“This is very timely - a sad but brilliant

attempt to get the British public to say

'enough is enough' to this government.

Listen to the science and get real. Stop

culling our badgers and start learning

to love our magnificent wildlife not

persecuting it.”

“Oh how sad that people have so

little respect for the original writers,

performers and the store this

advert was created for. None of

them have anything to do the the

badger cull! What a sad bunch

you lot are!”

VIDEO DERIVATI

Autore : HAPPY TOASTER

Presente con un canale su YOUTUBE

https://www.youtube.com/user/HappyToaster/

Numero iscritti: 878

Numero visualizzazioni: 3.092.825


https://www.youtube.com/user/HappyToaster/

Grazie per l’attenzione
