1) List the five M&S core principles=
·
Quality
·
Value
·
Science
·
Innovation
·
Trust
2) Pick two M&S ads from different decades and
describe the contextual influences upon the M&S brand at each period of
time=
During
the 60’s ads were being influenced heavily by cinema, radio and celebrity of
the period. The M&S ‘St Micheals for Men’ ad approves this as it explores
the life of the ‘modern man’ at that time ; with the ad being positioned at a
race course with use of sports cars as props to add a feeling of sophistication
and successfulness. Also, at this time
racing cars would have been a relatively new concept at this time so including
this in the ad again suggests the idea of ‘the modern man’. At the time ads
were also composing tunes much like that from a musical and engaging in celebrity
endorsement through the influence of cinema.
A more
recent ad from M&S shows that the ad’s that are being directed at men are
still fundamentally similar to those back in the 60’s. The 2011 ad featuring
Ryan Reynolds and Rosie Huntington still suggest to the male viewer
connotations of sophistication and successfulness through use of picturing
famous celebrities in glamorous shots. Although,
unlike the 1960’s ad this ad is depicting the ‘modern man’ to be one in a committed
relationship while being fashionable; this suggesting the aspects of the male
role in modern society. The ad also includes what sounds like French style
instrumental music, again this stereotypically suggests sophistication and maybe
even hints of romance!
http://www.dailymail.co.uk/femail/article-2031709/Rosie-Huntington-Whiteley-Ryan-Reynolds-star-new-Marks-Spencer-ad.html
3) Describe how the 125 years of M&S ad
represents its core ideas to audiences, through art direction and copywriting=
The ad
sends the viewer through a visual timeline of the history of M&S. "the
vision to change the lives of us ordinary Brits forever" this script
extract from the ad suggests M&S's innovative ideas and value. The ad then
suggests the quality and innovation of M&S products by sampling the
audience with its discoveries, such as machine washable suits, properly fitted
underwear and the addition of non-British foods; "curry in a hurry". The ad then also portrays
M&S's core principle of science, through its addition of sell-by dates onto
perishable goods. "Noone goes further to bring you the best possible food for the fairest possible price" this script extract from the ad affirms trust in the viewer, as it is bluntly saying that nothing can beat it!
4) Name the classy setting for the Autumn 2007 ad
and explain why you think this location was selected and what meaning(s) this
expresses=
The Autumn ad 2007 is located
on board The Orient Express; it includes famously elegant celebrities such as
Twiggy and Mylene Klass. The Orient Express itself is a figure of wealth and
beauty, suggesting to the viewer that they can also feel like this when
purchasing M&S products. This can also be seen during the ending of the ad
as the women leave the Orient Express and are riding along the river of what
seems to be Venice, again expressing connotations of wealth and beauty. The
colours in the ad also applies the connotations of wealth, through uses of
golds, bronzes and silvers.
5) Describe the target audience of Your M&S and
what your view is based on=
Your M&S appears to
target women in particular, as it focuses on household goods such as food and
also clothing. It sends connotations of luxury, comfort and elegance which
stereotypically is what women strive for in everyday life, therefore appealing
to them.
