Wednesday, 28 September 2016

St Michael SPREADS ITS WINGS


Marks and Spencer made this advert in 1967. It was printed in their magazine showing spring and summer fashion. "St Michael SPREADS ITS WINGS" is what the advert says with the following image of a model spreading her wings. To maintain the company´s relevance to it´s audience at that time they chose to front Twiggy, THE fashion icon of the 60´s in their advert. M&S released this at a time where their clothes could appeal to the younger generation during “the summer of love” in 1967. By knowing that we can then look at the ad with a different understanding. The text and image in the ad could have been used as a reference or appeal to the hippie movement that blossomed that summer. This advert would probably not be relevant today because meaning change overtime. This was created in a time with different cultural influences and values than today.

Rebecca Agnihotri

OUCA401

1 comment:

  1. This is a concise post giving some contextual analysis, referencing to social and cultural influences in 1967. In future evidence your sources (so this is clearly primary research) e.g. include the reference to the exhibition and visit: Marks in Time Exhibition, M&S archive (visited 28th Sept, 2016). Also, as you are deconstructing the meaning use the semiotic vocabulary - see Visual Methodologies by Gillian Rose (copies in the library). This will help you with all future analysis. Well done its a great ad to choose.

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