Marks in Time pt1

What are the five M&S core principals?

1)The five core principals of M&S are; Quality, Value, Service, Innovation and Trust- Marks & Spencer.

Describe how the 125years of M&S advert represents the core ideas through text and image.

2)The new M&S advert that celebrates 125 years since the store began. The advert uses juxtaposition between the previous revelations that made the store such an expanding success story and the determination to tackle current issues that sway the spending of the contemporary audience. this is achieved by using five major principals; Value, Innovation, Service, Trust and Quality, that are imbedded in the type and image throughout this advert.

Value is highlighted as a major selling point for M&S as a brand, this is clearly indicated in the company slogan ‘ Quality worth every penny.’ This fact is reinforced by the creation of M&S as it evolved from a ‘Penny Bazar’ todays equivalent of a pound store. In many ways, Value the most relevant principal particularly in the modern economic climate. It is very fitting that this slogan or end- line is the last text that the audience sees, therefore preserving what is arguably the most appealing and enticing core principal of M&S to a modern audience. 

In this advert Service is not identified in an blatant manner that recognizes shop assistants of M&S whom everyone would associate with the core principal of service. The advert instead diverts the audiences’ attention to the farmers and agricultural specialists that provide the food that is sold by M&S, by using the term ‘fairest possible price’ and showing pleased third world farmers, the advert immediately divulges that the M&S company has a proud and devoted set of morals where fair trade is involved. Ignorance of this issue has been a pressing problem throughout third wold economies for many years and by highlighting the fact that the food is paid for with the ‘fairest possible price’ demonstrates that although value is important to us in the first world, by purchasing M&S goods the audience are not promoting poverty for their own personal gain. 

Innovation is the theme that runs constantly through this advert, M&S are supposedly always looking for the next “Big Thing” in order to please their customers. This is demonstrated by the revolutions that made the demographics’ lives easier. These are demonstrated by the images of tumble dry suits and drip dry fabrics.  The advert is predominantly focused on the innovations throughout the history of M&S that have helped the consumer overcome everyday chores with ease and inspired elegant new fashions and exotic dishes that have assisted or ‘liberated’ housewives in particular.

Trust is inspired in the chosen demographic (predominantly middle aged house wives) through the choice of spokes person for the advert. Twiggy, is not only a glamorous figure from when these women were growing up, but also has become a ‘house wife’ therefore she is the perfect candidate to inspire trust in the brand. Twiggy glorifies M&S as a place where the more glamorous and tasteful housewives would shop as she is both a domestic and fashion icon.

Quality is probably the least prominent theme throughout this advert, besides the lavish and decadent images of ‘perishable’ foods. However, the celebratory style in which the ‘125 years’ text is displayed would lead the audience to believe that, not only has the quality of M&S produce increased but also that the anniversary of the stores creation will spur the motivation to keep increasing quality as demands for new technologies and produce from around the world is constantly rising.