The 125 years of M&S ad was put together as celebration of Marks and Spencer's roots and business history.
The ad represents the key principles of the company from the off set. The first note to be made is the representation of service and trust that M&S pride themselves on.
As Twiggy walks through the market and is greeted by a man in the street there is a connection made with the ideals of friendly and helpful customer service, this short section of the ad alone starts to effect the impression that the audience has of M&S.
Twiggy then goes on to talk about innovation, another key principle M&S holds, describing the original aim that Marks had when setting up the penny bazar. She talks about how they had an aim to "change the lives of ordinary Brits". They have chosen to then showcase a few of the most innovative and forward thinking products that they have produced over the years. This gives the ad the ability to relate directly with the audience, delivering the concept of innovation in a very factual way, giving some weight to the earlier phrase and there for concreting it as one of the companies foundations quite successfully.
M&S food is marketed as being of the best quality and in this ad there is no exception. They haven't chosen to use any of their concepts from previous ads (even with their success) but instead just enforced the importance quality holds in the company by using powerful, direct language claiming that "No one goes further to bring you the best possible food at the fairest possible price." This section not only exacts the quality of M&S food, but in doing so presents the good value of the food, and through visual direction implies a fair trade system being supported.
I think the summary section at the end of the ad bares the most representation of the company's principals as it runs across the ethical topic of the environmental responsibilities that M&S tries to uphold and again mentions the innovative nature of the service provided. The way this last section is shot builds up in pace, which is a clever technique because it affects the way the audience receives it. The contrast in speed of delivery in this end section gives it importance and supports the theme of the ad promoting the perception of the company's 5 Key principals.
Once again - v. good analysis of the core principles - in terms of how they are reinforced. I like the way you pin point how the principles fit into the contemporary context of CSR (Corporate Social Responsibility) - which I mention on the course blog.
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