Marks in time III

 

The 2007 Marks and Spencer Autumn TV ad was a montage of various classy women travelling on board “The orient express”. 

The orient express prides itself in its image. Their services are seen to be iconic and the journey itself is assumed to be a unique experience for the traveler. The name has become synonymous with intrigue and luxury travel. This is due to its superior standards and image. The Orient Express Takes many routes but is mostly associated with the beautiful European cities it stops at. Such as Paris and the like.

This whole persona that the express train has developed over time is the ideal location for M&S. It shares similar attributes to those of the Marks and Spencer’s brand itself. M&S are trying to maintain their five core principles (as listed in my last post). Quality, service, and trust are all represented by the ad location. The fashionable clothes themselves emphasize innovation. The strongest implication of all, throughout the advert, is one of true class. The clothes, the brand, the women and the train all portray a clear message of panache. This is to communicate their message to their specific (or not so specific) target audience. This ad is obviously appealing to the young female, moving through to the more mature women. All of which are inspired to live in a world of luxury and quality. The Orient Express just adds to this inspiration as well as showing independence as these women travel around Europe as friends.