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Christmas message these big-money adverts are missing

PUBLISHED: 16:15 16 November 2017

Embargoed to 0001 Friday November 10

Undated handout image issued by John Lewis of a still from the eagerly anticipated John Lewis Christmas campaign which features a young boy and his imaginary monster under the bed. PRESS ASSOCIATION Photo. Issue date: Friday November 10, 2017. The two-minute tale of friendship that develops between the saucer-eyed 'Moz the Monster' and his seven-year-old host Joe is set to a cover of The Beatles song Golden Slumbers by Manchester band Elbow for what has become a fixture in the build-up to Christmas. See PA story CONSUMER JohnLewis. Photo credit should read: John Lewis/PA Wire

NOTE TO EDITORS: This handout photo may only be used in for editorial reporting purposes for the contemporaneous illustration of events, things or the people in the image or facts mentioned in the caption. Reuse of the picture may require further permission from the copyright holder.

Embargoed to 0001 Friday November 10 Undated handout image issued by John Lewis of a still from the eagerly anticipated John Lewis Christmas campaign which features a young boy and his imaginary monster under the bed. PRESS ASSOCIATION Photo. Issue date: Friday November 10, 2017. The two-minute tale of friendship that develops between the saucer-eyed 'Moz the Monster' and his seven-year-old host Joe is set to a cover of The Beatles song Golden Slumbers by Manchester band Elbow for what has become a fixture in the build-up to Christmas. See PA story CONSUMER JohnLewis. Photo credit should read: John Lewis/PA Wire NOTE TO EDITORS: This handout photo may only be used in for editorial reporting purposes for the contemporaneous illustration of events, things or the people in the image or facts mentioned in the caption. Reuse of the picture may require further permission from the copyright holder.

Opinion: The amount spent on big-store Christmas ads would be better spent on giving people some real seasonal joy, says Rachel Moore.

It’s only November 16 and I’ve already had my fill of Christmas adverts.

The novelty of the sentimental advert that brings tears to the eyes has worn right off, replaced with the hard reality of its message: “Spend all your money in our shop - now – and boost our profits.”

The millions of pound companies spend on these adverts should make us deeply uncomfortable. John Lewis’ advert last year cost £7 million.

How much good that money could do spread across the country’s food banks, Christmas events for the homeless, old and lonely, funding organisations like Relate to help families make small steps to experiencing the joy of TV advert families at Christmas.

But instead they’re spreading feelings of inadequacy and dread in those struggling to make ends meet.

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