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People don’t like to be told what to think, and this is why messages that are too explicit messages tend to be seen as patronising and boring. This is a powerful technique in any kind of persuasive communication, as it allows the viewer to complete the picture on their own, thus developing a degree of ownership over the message and attachment to the emotions evoked. Metonymy provides shorthand for the whole story where the viewer is invited to fill in the gaps for themselves. In line with the phrase ‘less is more’: the director makes use of metonymy here, a figurative trope where only the first and final parts of the story are shown. While we put two-and-two together to guess what has just happened, we also evoke similar situations when we happened to have good intentions but saw a bad outcome. We see Edgar enthusiastically wielding the carrot, which he is going to use to create the snowman’s nose, whilst fire flickers from his own nostrils, and in the next shot we see the disgruntled faces of the children and the melted snowman.
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We, as viewers, do not see the full disaster unfold. We first meet Edgar when he inadvertently melts the snowman built by other children in the village. But research from the fields of linguistics and psychology has more to say about what makes us love irremediable, excitable Edgar. Here, the fact that Edgar finally has his moment of glory thus finding the acceptance he has long deserved, is part of our shared knowledge of what Christmas is all about. Christmas tales often find friends sticking together through adversity, and a sense that we are better together. What makes Christmas adverts such as this so distinctive? Why is it that if we met Edgar in a different context, he would come across as strange and out of season? In the same way as bells provide songs with a distinctive Christmas feel, Christmas advertisements also have their unique set of ingredients. This is revealed to be a Christmas pudding which he delights in presenting at the village Christmas dinner, providing the all-important flame to set the brandy alight. When Edgar becomes dispirited and locks himself away in his house, she drops by with a Christmas present for him. He is accompanied throughout by a little girl, his best friend, who stays by his side through thick and thin. Last month, after a long period of speculation, we finally met ‘Excitable Edgar’, a lovable dragon who becomes repeatedly over-excited when ‘participating’ in the Christmas activities, managing to melt the snowman, set fire to the holly, and burn down the Christmas tree. The advert usually involves some sort of ‘highly awaited’ short story that gets everyone talking. The beginning of the festive season is usually marked by the annual release of the John Lewis-Waitrose partnership’s Christmas advert. It’s not the lights, nor is it the Christmas markets, nor is it the ever-present cinnamon aroma.