Audience Positioning in Christmas Adverts

House of Fraser - #YourRules :

This advert isn't the most Christmas revolved one, however I think it's very refreshing as it's unique. It is supposed to encourage the audience to make Christmas into whatever they want it to be, explaining the hashtag "#YourRules". The dancing in the advert implies a sense of rebellion, which is included to help the audience see that they don't have to stick to the traditions and they can do Christmas in their own style. However, some audiences might view this advert in an oppositional way as isn't portraying the traditional Christmas image that they'd expect to see, especially those who are of a particular culture, as they might believe that there is only one way to celebrate Christmas, the traditional way. Therefore, this advert was created to aim at a younger/middle-aged audience as an older audience is more likely to be strict on their Christmas traditions. The advert is telling the audience that they can look for their very own style of Christmas at House of Fraser.
TKMaxx - Love Your Neighbour :

This advert sticks to the traditional Christmas image, it was created to encourage the audience to buy presents not just for their family and friends but those who "might not be your dearest, but they're your nearest", referring to their neighbours. This relates to the Bible as it says to "Love thy neighbour as thyself", further supporting the traditional image of Christmas. I think the message this advert is trying to send is very good, it's trying to make everyone's community spirit stronger. I reckon the audience would respond to this advert in a negotiated way as people will understand the message that is being portrayed, but most people are unlikely to act on it, as it's not something they'd usually do. Even if they don't buy a gift for their neighbour, they'll still be able to find "magical gifts for less" at TKMaxx.

Aldi - #AldiFavouriteThings : 

This advert for Aldi shows an image of what the audience are most likely to link with Christmas, it has a lot of food included because obviously Aldi is a food shop.The music in the advert is a Christmas version of 'favourite things', this gives them a chance to show everyone's favourite things about Christmas, and how Aldi can provide them with some of these things. The advert makes it clear to the audience that all the things that they'll need this Christmas, will be found in an Aldi store. The aim of this advert is clearly to persuade individuals to shop at Aldi this Christmas.
Boots #DiscoverMore : 

The Boots advert is simply trying to show the audience the variety of gifts that are available for them to buy. They make Boots seem like the best place to buy gifts as there's thousands of products to choose from, meaning that they're bound to find something that the recipient is going to adore. This is shown when the actors in the advert are using some of the products, and look very satisfied and happy. The advert could also be implying that the staff in Boots stores will be more than happy to help you find the perfect gifts to make your Christmas extra special.