This document discusses Marxist theory and how it relates to marketing strategies. It analyzes several advertisements for a clothing brand targeting university students. The ads aim to distract students from their daily struggles and oppression through bright, fun visuals and messaging about new, affordable clothing. However, one sponsorship ad is criticized for not displaying prices and possibly appealing to higher income groups outside the intended target market. Overall, the ads seek to entertain and inform students on a tight budget about new fashion options within their means.

1. MARXISM
THEORY
Question one analysis

2. • Marx is seen as one of the most influential modern thinkers. He
is known to be the founder of the modern study of history,
sociology and economics. He has anger against capitalism as he
feels it destroyed its own markets.
• Wages are at a minimum to make sure that maximum profit is
ensured, but this means that people cant afford goods, so
supply then becomes greater than demand. We have combatted
this as we have made the prices of our clothes cheap. This is
because our target audience are university students who aren't
earning much. By having cheap prices it will then make our
target market feel good because they can then treat
themselves. This will then make them buy more from our brand.

3. • We needed to make sure that we
showed that the quality of the clothing
were good quality and that the
audience would look good in them. We
did this by having close ups of the
clothing to make sure that target
market could see the high quality
material. But also by that model
looking happy in the clothes will make
the audience want to buy them. We
could argue that we are going against
mark and injecting a fetishism because
we will then be focusing on the material
worth to distract from the true state of
oppression and the needs of creativity.
MATERIALISM

4. • We wanted our audience to be educated
on the new items which are brand is
selling. Our audience want to be able to
interact and be distracted from their daily
lives and troubles to see what is new on
the media, this is why we are showing the
new range of clothes. We then control the
distribution of ideology which then
controls the multitude. The close ups in
our adverts are then distracting the
audience we can apply the uses and
gratifications theory here of
entertainment and information as we are
keeping them entertained/distracted from
their daily lives by giving them new
information which they want to know
about the brand.
AUDIENCES
NEEDS

5. • The bright colors', quick cuts, high key
lighting and the upbeat music in the day,
night and sponsorship adverts connote
this happiness and fun to the adverts. We
want to make sure that we are distracting
the audience form their day to day lives.
And making them feel good about
themselves. By having a large range of
shots with bright colors and different style
of adverts allowed us to be able to target
a larger verity of our target market and
allow them to connect with the model.
Again we did this by having two different
models with two different body type
modeling the clothing.
AUDIENCES
NEEDS

6. • Class controls the mode of production
also controls the state. Political life is an
illusion between the owners of the
means of production. We decided to
target our brand at the income bracket
of C2-E. we will be having our brand on
the TV and radio stations where they
will be most likely to be
watching/listening so channel fours
sister company E4 and Capital FM.
CLASS

7. • Henry Ford ‘if I don’t pay my workers enough to buy my cars,
who is going to buy them?’. We need to make sure that we
offered our clothing at cheap prices because we put the prices
on screen. By having the prices on screen it meant that it showed
our audience directly who the clothes were for and the type of
brand we are. We went against this is the sponsorship advert as
we didn’t put the prices on screen and showed more evening
outfits. This could have been seen as showing more expensive
clothing and not telling the audience all they need to know
about the brand. However, this may then lead a new target
market towards our brand, e.g. income bracket B-C1. But as we
know its sponsoring a program which has the same target
market as us we will then know that they will be watching our
advert.

8. • I think by having the prices appear on
screen was a good way to help us tell our
audience that the clothes are cheap
without featuring a voice over which our.
We wanted to make sure that our
audience can see the low prices of the
clothes because it will allow them to know
what type of brand we are, which is a
brand for students. The bright colors e.g.
the shots in front of the blue door and the
red phone box, allows us to distract the
audience from their day to day lives. The
target audience will then use our advert to
be socially interact because of the low
prices which we offer.
DAY AND
NIGHT
ADVERT

9. • We went against Marxist in the
sponsorship advert because we didn’t
have the prices on screen, and as we are
showing high quality clothing by the
close up shots and quick cuts it then
means we are advertising to our target
audience. However, because we are
then having it sponsoring Gossip Girl
who has the same target market as us it
will then allow us to be able to still let
our target market know that we are for
them. We feel as though we should
have put some prices on screen because
it will then allow the target market
more information.
SPONSORSHIP
ADVERT

10. • Within our radio advert we made sure
that we showed who our target market
was and the prices of the clothing. We
didn’t say the prices but we spoke
about the clothes e.g. ‘is great for us
UNI students who cant fund our
shopping addiction’. By then saying
“who cant fund…” allows the audience
to connect with our brand because they
have limited earnings. This links in with
Marxists theory that people are working
hard but aren't earning enough for the
amount of work they are doing to be
bale to afford the luxury items that they
want to.
RADIO
ADVERT