Brand Storytelling in Christmas Commercials of Large Supermarket Chains: El Corte Inglés as a Case of Study

Belén Moreno-Albarracín (University of Málaga, Spain)
Copyright: © 2022 |Pages: 234
EISBN13: 9781668471784|DOI: 10.4018/978-1-6684-4523-5.ch011
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Advertising influences society's conception of Christmas. A proof of this is the creation, by brands, of characters that have become symbols, like Santa Claus. However, the shift in the role of the audience has promoted a change of trend: from push techniques, based in persuasive messages, to the pull ones, focused on storytelling. Thus, large supermarket chains such El Corte Inglés broadcast TV commercials characterized by plots that transmit the brand's identity through a message. This department stores started in 2018 to broadcast ads which don't promote products but magic experiences around the figure of the elf. Because of that, a case study is proposed based on the content analysis of El Corte Inglés ads in 2019, 2020, and 2021. A main conclusion can be highlighted: the song is the key strategy, and the company is trying to turn it into a Christmas symbol, recognised and loved by the public.
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