Deconstruction of Advertising Practice - OUCA401

Fit for the Future

Inspiration links with innovation as M&S still aim to create products that embolden their brand image, but do not stray from their known and loved products - by improving them. 'In touch' relates to service and value by being at one with the customer, M&S still aims to respond to the demand, this ultimately relates to trust as there has to be a close relationship between the company and the customer to ensure that they feel their voice is being heard. This is reiterated through integrity as they have to do the right thing for the customer, and ultimately, the chain of production also, forming a stronger brand.

Autumn Advert, 2007

This advert feeds back into the heart of what M&S is as a brand. The music, which is beautifully archaic, has been carefully selected to emphasise the elegance of the celebrity models as well as the archive inspired clothing they are wearing. Not only does the fabrics such as silk connote luxury, but so does the train; you can see by the richly panelled corridors and the opulent dining cars that this evokes a chic and timeless style in their new collection. The advert alludes adventure through the form of transport; first with the train and second with the boat in Venice, capturing the essence of quality and composure.

Food Advert, 2014

The advert explores the curiosity of not only the viewer but the inventor of these food combinations. It focuses purely on the food, a black background and although there is music there are no words so this makes the viewer concentrate on the food. It shows combinations and processes so you can see how the dishes come together. The freshness of the food reiterates quality and the constant new ideas that make sure there is always something different. The advert even shows a quote, '100 new ideas', making sure it is in touch with this audience.