King's College London

Research portal

Sainsbury’s Christmas Advert sparks Debate (A Comment Podcast)

Research output: Non-textual formDigital or Visual Products

Catherine Helen Smale (Photographer)

Original languageEnglish
Media of outputOnline
Publication statusPublished - 19 Nov 2014

King's Authors


As the major retailers showcase their Christmas adverts for 2014, Sainsbury’s has chosen to tie its offering in with the First World War anniversary year and depict the Christmas day truce in 1914, and the famous football match, between Allied and German soldiers fighting in the trenches.

Dr Catherine Smale, Department of German, reviews the advert that has already sparked controversy for exploiting emotions surrounding the First World War and analyses the advert’s depiction of gender relations. She discusses how its presentation of women chimes with popular propaganda images, explaining how the German literature and art of the period revealed a different story.

View graph of relations

© 2018 King's College London | Strand | London WC2R 2LS | England | United Kingdom | Tel +44 (0)20 7836 5454