christmas consumerism and role in the media

After watching several christmas adverts i have come to the conclusion that the companies who have constructed them (boots ,john Lewis and Sainsbury) have intentionally used devices to play on the emotions of their viewers.This strongly suggests the media plays an integral role in Christmas consumerism. For example the John Lewis advert uses conventions that make the viewer feel empathy ; the convention of friendship between the boy and the penguin secondly loneliness when the music changes and images of another penguin suggest monty is lonely,  finally Love when the penguin meets the other penguin a sense of sympathy is portrayed.This advert also exploits the reception theory with these conventions
Because most people have had a loving relationship with a pet.Most people have felt lonely at some stage.  Most people have experience  the feeling of getting that dream present at Christmas.