Video Analysis
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Video analysis
Shop with Confidence, https://www.marksandspencer.com/c/shopwithconfidence was made by Marks and Spencer to market its store ahead of Christmas. The video is captivating for various reasons.
From the beginning of the video, it is clear that the store seeks to respond to what many people feel as we head towards the festive season. How different will it be with ‘the new norm’ that is working around the covid-19 pandemic? The festive season is characterized by lots of shopping, travelling, and parties. However, the virus has complicated things so far.
The video’s aim is centred in reassuring customers of Marks and Spencer that despite the anxiety created by the pandemic, they do not need to worry as they have everything handled to make sure that shopping at the malls happens smoothly and safely. The viewer is greeted with the Christmas theme, carols, lights, balloons and teddy bears, to give that festive ambience. This theme will continue to be shown in the background as one of the chain managers points out some of the measures and strategies the store has put in place ahead of the season. These are illustrated in beautiful calligraphy subtitles that are accompanied by the magic wand sounds befitting of the festive season.
The video’s background is also full of colour and splendour—pictures of beautifully arranged shelves, magnificently wrapped presents, delicious-looking delicacies and happy shoppers. However, even with all this splendour, the audience will observe that the regulations on the Covid-19 pandemic are observed. The mall is not crowded, the shoppers have their masks on attendants are shown sanitizing the shelves.
The video is very effective. Firstly, it answers the target audience’s questions by way of outlining what measures the store has put in place ahead of Christmas amid the pandemic that has ravaged the world this year. The strategies are shown and complemented by the store manager’s commentary. The video also connects emotionally with the audience as it exhibits the historical Christmas theme that so many people connect with across the world.