M&S

List the five M&S core principles (brand values)?

Quality, value, service, innovation and trust

Pick two M&S ads from different decades and describe the contextual influences (social, political, technological etc.) upon the M&S brand at each period of time.

In both the 1980’s and within 2012, the Marks and Spencer brand has held very similar contextual influences which are social, political and technological. I believe that in the 1980’s advert they are advertising the perfect family as well as more significantly, the fact that the perfect family shops at Marks and Spencer. The 2012 advert is similar however it shows the perfect couple; from this people subliminally think that the people on the advert are content and showing happiness and therefore as a result of shopping there, they can also show such emotion.

Both adverts are very picture based and plain; they are both clearly advertising the clothes which can be purchased at the shop, clothes which are smart, comfy and suitable for all different kinds of weather. The 1980’s advert looks like it is from an autumn collection. I think that Marks and Spencer is well known by everyone to be quite ‘up market,’ however every individual is also aware that it is assessable to everyone.

Marks & Spencer is a leading high street and online fashion retailer and from a personal perspective, I think that one of the main reasons for this is the way in which they advertise their products. They are very simple but effective for example, as soon as you look at the posters you instantly understand what is being advertised and you are not overwhelmed by the amount of text within the advert.

I believe that the adverts have developed a lot over time making the brand a lot stronger. The adverts are continuously updated and are evolving with its customers, keeping up to date with the demands of the ever changing world and society. Marks and Spencer have changed their logo to ‘Your M&S’ key words such as ‘your’ throw a totally different perspective to the adverts, it is seen as powerful and personal as people think that it is indeed for them. ‘Your’ can relate to every audience making it easy for everyone to connect with the advert and therefore the advert will be of a greater success.

Describe how the 125 years of M&S ad represents its core ideas to audiences, through art direction and copywriting.

The 125 years of Marks and Spencer advert does a very good job of representing a whole range of different ideas to its audience ranging from clothing to food. The advert does this in many ways. I find it interesting and effective how the advert tells you a portion of information about the history and how it the brand began all those years ago. It shows development in clothes as well as the development in food. Most importantly, it is suitable to mention the way in which it is successful in connecting to the audience presenting us with the fact that all that has been done is all for us, so we get the best out of them that we can possibly get.

The advert attracts every individual throughout and is successful in the way in which it makes the audience think that they require what they are viewing. There is mass emphasis on the food adverts with every item looking attractive and good enough to purchase. As well as this, the clothes are advertised for both men and women attracting a wider range.

I find it clever how they use small detail of a great effect such as the colour changes throughout. At the start of the advert the lighting is quite dark however progressing towards the end its gets lighter. Throughout the whole of the advert it is saying how much they have changed for us ‘they have changed the way we eat,’ ‘they have changed the way we dress’. Not only have they ‘changed us’ they have changed within themselves throughout time they have developed and improved to keep up to date with their target audience. By the clip going from light to dark it shows improvement and the transition from old to new.

I find the choice of words that have been used throughout the advert very creative. It has been specifically directed to you and throughout the advert it is as if they are talking directly to you, the audience, but most importantly, their potential consumer of their products. Marks and Spencer is known as an iconic British brand and this is represented very clearly throughout the advert.

Unlike most of the adverts that Marks and Spencer create, which I believe seems more directed to women, I find this advert quite mutual in regards to gender. The advert is both very classy and interesting, not only about the history but also the facts, which attracts both men and women. I find it clever how they use Twiggy as herself today narrating throughout the advert who was/is a fashion icon, looking back at herself when she was younger modeling for Marks and Spencer. It allows you to realize that the brand has existed for a long and reputable duration and not only has Twiggy matured with the brand, but we also have.

Name the classy setting for the autumn 2007 ad and explain why you think this location was selected and what meanings this expresses?

The setting of the autumn 2007 ad is set on a train, and then the last shot is in Venice. I think that the meaning of the train scene is presenting us with idea of being in a place that is very well known for its fashion as well as a venue which people consider to be a luxurious. The train is the orient express which is a really famous classy train rich people would go on, so it is very classy and regal with heritage, which is probably the reason why it is used. place. The reason that I think that this location was selected is because when people think of Venice they class it as an upper class place with a lot of history, which they then link to Marks and Spencer as that is what they’re known for as well.

Describe the target audience of your M&S and what your view is based on?

I think that ‘Your M&S’ is such a key phrase as it throws a totally different perspective to the adverts, it is seen as powerful, people think that is for them. ‘Your’ can relate to every audience making it easy for everyone to connect with the advert. However I believe that Marks and Spencer appears to be more targeted to women aged between 35 and 55. I think this is because all the adverts which have been created are very classy and personally I don’t think they encourage men or younger women to shop there. It’s more of a ‘mothers’ place to shop. Its main models are Myleene Klass who is stereotypically known as the ‘British mum’ and Twiggy who is a fashion icon, which supports my presented thoughts on the Marks and Spencer brand in regards to targeting that age range.