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He is accompanied throughout by a little girl, his best friend, who stays by his side through thick and thin.

When Edgar becomes dispirited and locks himself away in his house, she drops by with a Christmas present for him. This is revealed to be a Christmas pudding which he delights in presenting at the village Christmas dinner, providing the all-important flame to set the brandy alight. What makes Christmas adverts such as this so distinctive? Why is it that if we met Edgar in a different context, he would come across as strange and out of season? In the same way as bells provide songs with a distinctive Christmas feel, Christmas advertisements also have their unique set of ingredients. Christmas tales often find friends sticking together through adversity, and a sense that we are better together. Here, the fact that Edgar finally has his moment of glory thus finding the acceptance he has long deserved, is part of our shared knowledge of what Christmas is all about. But research from the fields of linguistics and psychology has more to say about what makes us love irremediable, excitable Edgar. We first meet Edgar when he inadvertently melts the snowman built by other children in the village.

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We, as viewers, do not see the full disaster unfold. We see Edgar enthusiastically wielding the carrot, which he is going to use to create the snowman’s nose, whilst fire flickers from his own nostrils, and in the next shot we see the disgruntled faces of the children and the melted snowman.

While we put two-and-two together to guess what has just happened, we also evoke similar situations when we happened to have good intentions but saw a bad outcome. In line with the phrase ‘less is more’: the director makes use of metonymy here, a figurative trope where only the first and final parts of the story are shown. Metonymy provides shorthand for the whole story where the viewer is invited to fill in the gaps for themselves. This is a powerful technique in any kind of persuasive communication, as it allows the viewer to complete the picture on their own, thus developing a degree of ownership over the message and attachment to the emotions evoked. People don’t like to be told what to think, and this is why messages that are too explicit messages tend to be seen as patronising and boring.