The Autumn 2007 M&S ad is set on the Orient Express. The Venice-Simplon Orient Express company claims that their "name has long been equated with the world's most exclusive train." And rightly so, with the original Orient Express (which stopped running in 2009) and the experience that accompanies it being renowned as the epitome of class and luxury.
The use of this train as the setting is clearly linked to two of M&S' core principals - Quality and Service, without which neither the train nor ad campaign would have run smoothly. The use of recognised faces such as Twiggy and Myleene Klass implements a third principle with Trust.
On to target audience; this advert is clearly aimed at those who aspire to travel and live generally in the luxurious conditions that the Orient Express offers as well as those who already do. With the ending tagline "Autumn's arrived" it is suggested that even if you're not someone who can afford to live as such, Your M&S will bring that luxury to you, at great Value (apparently in the form of women in their underwear.)
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