M&S - Initial Research - Further TV advert Analysis

When looking at a range of advertisements, we have decided that we have been inspired by M&S with their style and way of advertising. Therefore, we have gone to do further research M&S existing adverts, these will help us understand the conventions and ideas used in order to attract an M&S audience. In conclusion, my analysing of these adverts will help with further understanding of things I need to make my advertisement for my product looks realistic and affective.

This M&S Christmas advert 2012 they promote their clothing collecting well, having models dance and pose and do activities in the clothing, makes the audience look more at what is being sold but also along with being entertained.  They use a whole age range from the young to the mature to show that they aim to provide for a whole range of people which is important to show who their target audience are by including them in the advertisement.  They also use different scenes to show all the different occasion and type of clothing there is from winter essentials of winter jumpers, scarfs and hats and to Christmas party outfit to pyjamas which clearly shows the audience what they have in their winter collection.

Throughout the advert, every scene showing a new product from the collection was join with a new song. I found that using Christmas song is not necessary as they use a range of different well known songs however start with ‘Merry little Christmas’ to show clearly that this an advert for Christmas. Also each song linked in with the age/gender of the current product being presented in the scene which makes it even more aimed t that type of audience, so when contrusting my own advertisment I will have to think about the choose of music and sound I am going to use as this is a key feature of an advert as the music will have to link with the storyline but also grab the target audience attention. Having the models dance and play around with each other is a fun aspect of the advert and makes it fun for the audience but also this shows the product clearly but also in more a fun, playful way. 

M&S Christmas Advert 2013

This M&S Christmas advert shows some change in the method of promotion. They don't only promote clothing but also combing their food products , for example the use of Alice in Wonderland the use of their own food products are used for the tea party scene. Throughout the scene products are being shown from what the characters are wearing and also the props around them which are M&S products. This subtle selling is more affective than obvious adverting. 

The use of idea contextually by using well known tales such as Alice in Wonderland, Little Red Riding Hood, Aladdin and the Wizard of Oz. The use of contextually really helps to keep the audience hooked and interested  as it is always is that it caters for extremely wide audience as many people know these tales. Throughout the advert, they use sound effects and no lyrical music to go with what is happening in the advert to build tension and carry the story along, which suggest the use of Christmas songs isn't very necessary.

M&S Christmas Advert 2014

In 2014 M&S advert, they use a mythical aspect again as last year. They use fairies as the main part of the story which creates a magical and fun feel to the advert which could attract younger audience. The fairies wear the product and give product sold as present which show the audience clearly what could be good presents that they can buy. The magical, mythical take on this advert makes it rememberable and fun and also more of a 'christmassy' compared to pervious adverts by M&S. 

They again don't use a christmas song instead 'Fly me to the Moon', it is am iconic song and well known so will capture the attention of the audience further. This still give those vibes of christmas and also a catchy song so the audience will link the song with advert which I believe we need to aim for as well with our own advert. At the end of the advert it ends with #FollowTheFairies - these are becoming common within advert to stick with the day and age and use of social media is important to stay current, so we will create our own hashtag to go with our own advert. 

When looking at all three adverts, I reconsidered features such as the music used, what they tend to use well known tracks so the audience could relate with the advert and also be interested to watch the advert linked with the song. They used a variety of characters of different ages and ethnicity which I think will be  important to includ a diversity of people to attract our group.