The construct in the video is underlining the importance of love during the holiday,”Christmas”. The usage of this construct is successful because it uses certain appeals and camera angles to prove to the audience that John Lewis’s product is celebrated. In the video, it used musical appeal with the support of the text saying, “I am so lonely”. It also has a dialogue saying, “Get a little more love this christmas. This dialogue along with the music gives out the warm feeling of love. This feeling can be connected with the purpose of the video, since it has text showing “Christmas” along with the setting of the video showing the bright white snow with glooming lights. Furthermore, the rhythm of the music gives out a general flow of sadness and