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  • What do Vodafone's reindeer tell us about the meaning of Christmas?
  • What do Vodafone's reindeer tell us about the meaning of Christmas?
    Vodafone (2012) ©
REPORT

Christmas codes: advertising at the end of the year

Christmas adverts have become as much a part of the festive season as mince pies, but behind the goodwill, lights and snow, what do 2012's adverts tell us about the meaning of Christmas?

Location Global

Scope
Christmas comes but twice a year – once in the calendar, once in the imagination. The latter always starts in November when the round of seasonal advertising commences, and we are bombarded with a range of familiar images, sounds and symbols all employed to plant an idea of Christmas into our minds. With iconic symbols reappearing every year, Christmas adverts have become as much a part of the festive season as mince pies and mulled wine.

But what is the ‘idea’ of Christmas? A view of this year’s television commercials reveals some powerful ways in which Christmas is ...

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