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Why are Christmas adverts so moving?
Thanks for asking.
John Lewis has just released its annual Christmas advert entitled The Beginner.
It follows the progress of a middle-aged man as he slowly, painfully and determinedly learns how to skateboard.
The montage ends by revealing that he's doing all of this to make his foster daughter feel welcome when she comes to stay with them for Christmas.
It's touching and for all but the most cold-hearted, brings a tear to the eye.
But why is John Lewis appealing to our hearts?
You might expect a company to release an advert at Christmas to promote their products.
However, research conducted by Princeton University shows that stories are easier to remember than facts.
So an advert that tells a story is much more likely to be more memorable than one that simply shows products.
For John Lewis, everything changed in 2011 when they released The Long Wait.
In this advert, we see a little boy impatiently waiting for Christmas Day.
We assume that he, like most children, is excited to receive his gifts.
But all is revealed on Christmas morning when he ignores his own pile of presents.
Instead, he rushes to his parents' bedroom to give them his gift.
It was a huge success and this was attributed to the shift in focus from the products to telling a festive tale.
But it was also good for sales, which went up by 93.
John Lewis, as well as other brands, soon realised the benefits of appealing to our hearts as a way to our wallets.
What makes a successful Christmas advert?
Interviewed for the Daily Mail, Dr Anna-Maria Hanlon, a senior lecturer in digital marketing at Cranfield University, said Successful ads, according to research and practitioners, are those with emotion.
But it's not only emotion.
A good advert makes you work a little bit.
If one needs to make a bit more effort to understand the advert, the results are more rewarding, says Dr Janet Littlemore, a professor of applied linguistics from the University of Birmingham.
Not only does John Lewis elicit an emotional response from us, but it also encourages us to think about deeper causes, and its adverts are often linked with charitable organisations.
This year's advert, The Beginner, for example, is linked to charities, Action for Children and Who Cares Scotland, and it's aimed at raising awareness for those living in care over Christmas.
Finally, there's the music.
Over the years, adverts have been backed by slowed-down covers of Oasis, Half the World Away, The Power of Love by Frankie Goes to Hollywood and Somewhere Only We Know by Keen.
The reason, of course, is that music often prompts a strong emotional reaction and is often linked to memory, making the advert even more impactful for the viewer and reminding them of a song they're familiar with.
There you have it.
Now you know why Christmas adverts are so moving.
In under three minutes, we answer your questions and help you understand the true meaning behind the trends, concepts and acronyms that are making headlines.
Listen along and you really will know for sure.
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