M&S Advertising and Branding
125 years of M&S featuring Twiggy
1. "List the five M&S core principles"
The M&S core values are that of: Quality, Value, Service, Innovation & Trust.
They say "Our core values of Quality, Value, Service, Innovation and Trust are as important to us today as they were when M&S was founded over 125 years ago."
2. "Describe how (through the use of text and image) the 125 years of M&S ad represents these core ideas to audiences, through the use of text and image"
Quality - The M&S quality that the UK has come to love and expect, is referred to throughout the whole advert, both explicitly and implicitly. The choice of backing track (Take That's "Greatest Day") is our first subtle hint to quality, the song title "Greatest Day" being enough of a clue! The music is inspirational and uplifting, setting the advert's tone. The use of the iconic Twiggy, is another massive nod to the quality of the brand (could you imagine Twiggy doing adverts for Lidl? Thought not.) Another mention of the M&S quality includes "Girls got properly fitted in the boob department" although the tone is kept light and only briefly touched upon, M&S are renowned for their ladies underwear and for their bra fitting services. Other mentions of quality include "noone travels further" (therefore, nobodies products are better!) "The Lion Quality" eggs, "The best possible foods, at the best possible prices" and finishing with the strapline "Quality worth every penny" which reinforces the quality of the brand and a nod to their heritage.
Value - The advert opens with "footage" of Leeds market in 1884, with Twiggy discussing the M&S heritage, whilst numerous signs dictate the value for money ethos "Penny Bazaar" "Don't ask the price. It's a penny!"and cementing itself as truly offering customers value for their money. Other references to M&S' value include "Tumble-dry suits" (saving the customer's money on their hefty dry-cleaning bills!) the introduction of expiry dates on perishables (food wastage was no longer an issue) and even going so far as to say "The best possible food, at the best possible prices" (surely the epitome of value?) The advert ends with Twiggy reinforcing the companies history of having low prices "Not bad for a penny bazaar" and the strap "quality worth every penny."
Service - Service is a huge theme within this advert, even the branding "Your M&S" is personal, like M&S are doing you a personal service by still being here after 125 years. They aim to reach out to women, by talking about how they have helped shape the roles of British women over time "Curry in a Hurry" "Marvel of DripDry" "...fitted in the boob dept." and the hugely significant "Housewives were liberated" whilst showing women removing their aprons and casting them into a pile (more than a passing nod to the feminist movement and the iconic 'burn the bras')
Innovation - One of the references to innovation within M&S includes "They changed the way we eat, they changed the way we dress" referring to the previous script which talked at length about how their innovations helped with housewife liberation and they talk about their care when it comes to their products, ensuring that their products are both ethically-sourced and are value for money (usually when it comes to shopping, it's one or the other.) They shout (literally!) about M&S being a forerunner for climate change "changing the way we treat our planet."
Trust - M&S market themselves upon being a trustworthy brand, they only buy directly from ethical sources (queue happy, smiling african women socialising with Twiggy, contented rice-pickers in a beautiful environment) and genuinely care about their planet. The usage of Twiggy is also key, she is a living legend who the British public can identify with, they have grown up with seeing her face and cheery cockney accent, and have grown to love and trust her (they even choose to remind the public of Twiggy's own history, young beautiful and the height of cool). They continually reference their own history, really hammering the point that they have been around for so long that they are a british institution 'why on earth wouldn't you trust them?' Another sly hint to history, is referencing other adverts that the public are familiar with...you see that half-naked guy in the launderette? "Oh hello, Levis 501!"
3.Name the classy setting for the Autumn 2007 ad and explain why you think this was selected and what meaning(s) this expresses?
This 2007 advert for M&S is set aboard the Orient Express, it showcases the M&S models/celebrities off on a European adventure, exploring their new surrounding, and finally arriving at their destination of Venice, Italy. The choices of setting for this ad are fairly self-explanatory, both the Orient Express and Venice are chic, ooze timeless style and most importantly - luxurious. They are places thought to be of history, beauty, mystery and intrigue ('Murder on the Orient Express' anyone?) M&S have chosen these settings, because the settings tie closely in with the five core principles I previously touched upon (Quality, Service and Trust being the more central ideas!) what with the glamour, history and prestige associated with the Orient express. The advert is also aspirational in that all these women, from different backgrounds can come together in the same environment and have an adventure, whilst surrounding herself in luxury...1st class travel and service, in your luxurious M&S wardrobe? Perfect.
4. Describe the target audience of Your M&S and what your view is based on?
A very quick lifestyle board reflecting a Marks and Spencer customer profile. I think that the perfect M&S customer is female, middle class, middle aged, probably married with children. She is very much a housewife, who had a career before she started family. She is well dressed, well educated and sociable. She aspires for a luxurious lifestyle, but one that isn't unrealistic to her income.
Marks and Spencer would therefore make their target audience: Female, 25-60, Middle-class with families.
I believe that this is because of M&S' role in the "liberation of housewives" and their value for money, which allows them to live their aspirational lifestyles. M&S have always realised that these women are the key to their success story. I know of many women who enjoy going to M&S for a catch-up coffee with friends, and then for a browse around the store, probably picking up an item of clothing and tonights dinner for the family whilst she is there. Besides, when do you ever hear of a man just "popping to M&S for a catch-up with the lads?" Exactly.
Quality - The M&S quality that the UK has come to love and expect, is referred to throughout the whole advert, both explicitly and implicitly. The choice of backing track (Take That's "Greatest Day") is our first subtle hint to quality, the song title "Greatest Day" being enough of a clue! The music is inspirational and uplifting, setting the advert's tone. The use of the iconic Twiggy, is another massive nod to the quality of the brand (could you imagine Twiggy doing adverts for Lidl? Thought not.) Another mention of the M&S quality includes "Girls got properly fitted in the boob department" although the tone is kept light and only briefly touched upon, M&S are renowned for their ladies underwear and for their bra fitting services. Other mentions of quality include "noone travels further" (therefore, nobodies products are better!) "The Lion Quality" eggs, "The best possible foods, at the best possible prices" and finishing with the strapline "Quality worth every penny" which reinforces the quality of the brand and a nod to their heritage.
Value - The advert opens with "footage" of Leeds market in 1884, with Twiggy discussing the M&S heritage, whilst numerous signs dictate the value for money ethos "Penny Bazaar" "Don't ask the price. It's a penny!"and cementing itself as truly offering customers value for their money. Other references to M&S' value include "Tumble-dry suits" (saving the customer's money on their hefty dry-cleaning bills!) the introduction of expiry dates on perishables (food wastage was no longer an issue) and even going so far as to say "The best possible food, at the best possible prices" (surely the epitome of value?) The advert ends with Twiggy reinforcing the companies history of having low prices "Not bad for a penny bazaar" and the strap "quality worth every penny."
Service - Service is a huge theme within this advert, even the branding "Your M&S" is personal, like M&S are doing you a personal service by still being here after 125 years. They aim to reach out to women, by talking about how they have helped shape the roles of British women over time "Curry in a Hurry" "Marvel of DripDry" "...fitted in the boob dept." and the hugely significant "Housewives were liberated" whilst showing women removing their aprons and casting them into a pile (more than a passing nod to the feminist movement and the iconic 'burn the bras')
Innovation - One of the references to innovation within M&S includes "They changed the way we eat, they changed the way we dress" referring to the previous script which talked at length about how their innovations helped with housewife liberation and they talk about their care when it comes to their products, ensuring that their products are both ethically-sourced and are value for money (usually when it comes to shopping, it's one or the other.) They shout (literally!) about M&S being a forerunner for climate change "changing the way we treat our planet."
Trust - M&S market themselves upon being a trustworthy brand, they only buy directly from ethical sources (queue happy, smiling african women socialising with Twiggy, contented rice-pickers in a beautiful environment) and genuinely care about their planet. The usage of Twiggy is also key, she is a living legend who the British public can identify with, they have grown up with seeing her face and cheery cockney accent, and have grown to love and trust her (they even choose to remind the public of Twiggy's own history, young beautiful and the height of cool). They continually reference their own history, really hammering the point that they have been around for so long that they are a british institution 'why on earth wouldn't you trust them?' Another sly hint to history, is referencing other adverts that the public are familiar with...you see that half-naked guy in the launderette? "Oh hello, Levis 501!"
3.Name the classy setting for the Autumn 2007 ad and explain why you think this was selected and what meaning(s) this expresses?
This 2007 advert for M&S is set aboard the Orient Express, it showcases the M&S models/celebrities off on a European adventure, exploring their new surrounding, and finally arriving at their destination of Venice, Italy. The choices of setting for this ad are fairly self-explanatory, both the Orient Express and Venice are chic, ooze timeless style and most importantly - luxurious. They are places thought to be of history, beauty, mystery and intrigue ('Murder on the Orient Express' anyone?) M&S have chosen these settings, because the settings tie closely in with the five core principles I previously touched upon (Quality, Service and Trust being the more central ideas!) what with the glamour, history and prestige associated with the Orient express. The advert is also aspirational in that all these women, from different backgrounds can come together in the same environment and have an adventure, whilst surrounding herself in luxury...1st class travel and service, in your luxurious M&S wardrobe? Perfect.
4. Describe the target audience of Your M&S and what your view is based on?
A very quick lifestyle board reflecting a Marks and Spencer customer profile. I think that the perfect M&S customer is female, middle class, middle aged, probably married with children. She is very much a housewife, who had a career before she started family. She is well dressed, well educated and sociable. She aspires for a luxurious lifestyle, but one that isn't unrealistic to her income.
Marks and Spencer would therefore make their target audience: Female, 25-60, Middle-class with families.
I believe that this is because of M&S' role in the "liberation of housewives" and their value for money, which allows them to live their aspirational lifestyles. M&S have always realised that these women are the key to their success story. I know of many women who enjoy going to M&S for a catch-up coffee with friends, and then for a browse around the store, probably picking up an item of clothing and tonights dinner for the family whilst she is there. Besides, when do you ever hear of a man just "popping to M&S for a catch-up with the lads?" Exactly.
References:
http://www.rkcryr.com/rkcr.php
http://marksintime.marksandspencer.com/Main/
http://www.rkcryr.com/rkcr.php
http://marksintime.marksandspencer.com/Main/
http://corporate.marksandspencer.com/documents/publications/2010/annual_review_2010
http://www.youtube.com/watch?v=a4V9K6KtniY
A very good analysis Jess. Your attention to detail and understanding of how meaning is created in the ads is impressive. Love the target audience analysis too, pretty accurate I would say. Well done for referencing your work - use Harvard in future.
ReplyDeleteJanine