As I look through my news feeds today on Christmas, I notice that I am only looking for Christmas related posts. It could be what my friends received as gifts, their wishes or some juicy conspiracy theories on how Coca-Cola turned Santa from green to red.
Today I'm in Christmas mode (even though I'm not Christian). That means for today on my social news feeds, I don't want to know about the stock market, somebody's weight loss quest, the injustices of the world or even if it's somebody's birthday to be honest. I want to feel festive and if I see anything not related to what I'm looking for I am going to ignore it, no matter how informative or important it may be. I'm more pragmatic than most and always like to keep a sharp eye, but the spirit and mood of Christmas overpowers even me.
I'm sure I'm not the only one who feels this way. This is why companies have Christmas jingles, snow and Santa in their marketing campaigns at this time of the year. People are actually expecting to see all things Christmas at this time of year. If they don't, something looks amiss and that ad or message acts as a mood-killer. Unconsciously you give a non-Christmas ad less attention at this time of year because it isn't in keeping with your mood and almost literally sticks out like a sore thumb.
People see Christmas advertising as a manipulative way to get people shopping, but the other side of the coin is that a normal "standard" advert will get ignored during the festive season. Adverts have to also be tailored to the mood and sentiment of the people. It's about advertising in line with the prevailing sentiment, and today the prevailing sentiment is festive.