Wednesday, 6 October 2010
Marks & spencer have stuck to 5 main principles since the mid- 20th century. These are service, value, quality, innovation and trust.
The advert starts by displaying a typical Victorian market, which was in fact the one in Leeds, where Simon Marks is selling various products from his ‘Penny Bazaar’. Everything cost 1p, so all customers knew what they were getting for their money – good value and service.
Then, Twiggy explains that M&S started to import exotic food, such as avocados. This shows a service that was found nowhere else. The green room in which she is in also emphasises this image and mood – and the foreign male in the background adds humour to the meaning exotic, for the ladies. Following that, many women are in a suburban street together, throwing off their aprons in unity as M&S had made food easier to cook. St Michaels' curry is painted on a house wall – as it would have been done in the past – which was the first type of packaged ready meal. This was one of M&S’s innovative ideas to better food, which helped housewives greatly.
Moving on to a clothesline in the garden, once again with a housewife doing the washing, Twiggy mentions M&S’s innovative idea to create drip-dry clothes. This was a new quality that changed a lot for housewives and put their trust in M&S. A half naked man tumble drying his suit, reffering to the well known 'levis' advert, also shows another M&S invention. Their quality of suits did not deteriorate either, they were just as good as before, which demonstrated quality, therefore trust.
Twiggy pops her head out of silky, pink curtains in the next scene, and addresses women directly by saying “we girls got fitted in the boob department”, emphasising trust, and creating an even closer relationship between women and M&S.
Another way they demonstrate their quality of service, was when they added sell by dates to perishables such as bread, eggs and meat. Across the middle of the page is 22nd Sept 1972 in a Baskerville font.
After that, scenery from foreign countries far away such as India and Africa are in the background as Twiggy drives through, demonstrating their passion as ‘nobody goes further to find the best foods for the best prices’. This was Simon Marks' dream and it shows top service and quality of food.
Twiggy is then seen eating and changing clothes – from era to era – as she says “They’ve changed the way we eat, and they’ve changed the way we dress”, which they have done and succeeded with faultlessly. Peoples’ trust is with M&S because they have styled and shaped both generations before the present one, and most of the services and qualities we look for are compared to M&S now.
With the modern approach to environment and helping our future being more important than ever, the next shot cleverly shows M&S supporting natural energy and looking after our planet – a good service, trustworthy.
Finally the advert finishes with Twiggy standing outside a brand new M&S as she says “not bad for a penny bazaar!” This makes the viewer track back right to beginning when the stall in Leeds market was set up, and shows the vast improvement from Simon Marks’ first ideas. 'Marks & Spencer' is displayed in hand writing type, as it would have been in 19th century and underneath ‘celebrating 125 years’ is shown in Helvetica – the modern approach.
The final line summarises trust, value, service, quality and innovation perfectly – ‘quality worth every penny’. This embodies all the past, present and future, so you know the quality or service you are paying for is worth all the money you spend, and trust remains in their abilities to provide us well.