Marks In Time

1. List the five M&S core principles (brand value.)

Value, Service, Quality, Trust and Innovation.

2. 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.

1970s Ads.
During the 1970s lifestyles were changing rapidly due to new political views and technology. Early 1970s saw 91% of families owning their own television and the first domestic microwave going on sale. More women were going to work due to their empowerment in the voting system and the new law that states men and women are equals. M&S had to adapt to this radical change and did so by promoting good quality in their food but still at a good price, 'There good and the price is pretty good too'. Women now didn't have the time to cook a good meal but still wanted good quality. Convenience foods like boil-in-the-bag fish and prepared frozen food catered for these busy women, which made M&S so popular in the 1970s. M&S also targeted there adverts not only in food quality direction but also in job prospects for women, to suit the upcoming rise in working women.

M&S Christmas T.V Advert 2011 (Featuring The X-Factor Finalists)
The X-Factor was the most watched programmed of 2011, gaining more views than the Royal Wedding. Marks cleverly took this into their grasp and featured the finalists in their Christmas 2011 ad campaign and also secured an agreement to become the exclusive fashion partner of The X-Factor 2011. Now being linked with the most popular show on television gave marks a totally new image. Nearly every year The X-Factor winners single has been a Christmas number one, so the idea to feature these stars in their own Christmas ads would attract attention to M&S making them also desirable.

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

The ad first takes the viewer back to the birth of M&S and how it transformed it's self from a small market stall to the major british retailer it is today. The ad then takes the viewer through their own journey of how they adapted to change throughout the years and been there to catered for the consumers needs all the way. The introduction of exotic and convenience foods now with sell-by dates, easy wash clothing and the revolutionised fitted bra. The idea behind this was to highlight how much of a revolution M&S has created, subconsciously telling the viewer, you need us. Above all M&S highlight their quality of food with fair trade standards, 'best possible food for the fairest possible price.' The copywriting is very short and straight to the point with a well humoured tone. The relaxed humour is perfect for the ad, without it, it have could easily of turned into a boring historic documentary, which would not be appealing to customers at all. The art direction too works perfect as a new scene is jumped too after nearly every short, snappy sentence. This works the same as the straight to the point, humoured copywriting, because it keeps the advert alive and intriguing.


4. Name the classy setting for the Autumn 2007 ad and explain why you think it's location was selected and what meaning(s) this expresses?

The Autumn 2007 ads first setting is on a old fashioned steam train, I think the idea to use the steam train was to highlight the quality vintage of the M&S products. Steam trains are a very out of fashion mode of transport, but in its prime it was a very luxurious way to travel. I think this is used as a metaphor towards their clothing range, by emphasising their classy style. The steam trains journey also represents M&S's fast paced transformation and adaption throughout its years of service. In the final scene the advert is set in what looks like Venice. Venice is famous for it's beautiful architecture, canals and romantic gondolas. This is represents M&S is beauty.

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

The target audience for Your M&S is the middle/upper class viewers. These are the people that can afford some luxury in their lives and afford to spend a little bit more on better quality. In their adverts Marks & Spencer refer a lot to the word 'traditional.'  This is a standard not usually held up so much by the working class, such as having all the trimmings and courses. Also they use a large amount of different and unusual ingredients in their food ads, which again highlights again it is not targeted for the working class. However putting the word 'your' together with M&S personalises it to the viewer, as if to say it is your place to come and go, welcome to everyone. This along with the food being made to look irresistible and even close to sexual, from a food perspective, makes it hard for anyone not to want to go and try their food out for themselves, irrelevant of their bank balance.