A More Cultural Aston Martin!

 
Aston Martin zooms into India! and that's what we've been looking at today. Upon looking at Aston Martin's new venture into India we looked into the cultural adaptations of the ads, as any old British ad wouldnt quite fit the bill over there! We explored the cultural differences and how we would go about creating an ad for such a different part of the world

We found that the biggest dilemma with trying to advertise for any car in India is the traffic congestion, you can see from the above picture that even attemptin to drive around however long the journey would be a pain! We also looked into the target audience, we decided it would be the wealthy as they were the ones most likely to afford it.

 

 

We then looked into the cultural aspects of India, the ideas and concepts that we could bring into an ad campain. A topic that could incoorporate heritage and culture, while associating with cars is what was needed.

 

 

We then found that although British, the world has found a connection between Aston Martin and James Bond. So we decided to explore it.

 

We never did have time to fully complete our idea's into a campaign, but it was still a useful experience. I now know that when tackling the creation of a campain of a different culture the trick is to research, research and do some more research! Maybe even take a sneaky trip over there if you have the loan to cover you.

 

Marks In Time.

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.

http://www.youtube.com/watch?v=rSvre5M-9ao

 

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.