QualityThis image uses high quality photography as a representation of the quality of the burger. This is a specialist burger and is not the same as the other burgers that the company sells. The advert showcases the burger in the centre of the screen using a white spotlight effect. The use of black and white colours show

elegance and class. The tagline reads “A sandwich for experts” this shows that the burger is made for a certain type of person. The letter M is written in a calligraphic, elegant and handwritten font. The sandwich is set up using books instead the ingredients, this is to again reflect on the quality of the burger and to extend the fact that the burger is for an upper-class of people or those who are more educated and more articulate as opposed to the regular market that

McDonalds would sell to.

PriceThere is no mention of price on this advert, this reinforces the fact that this burger is about the quality of the meal as opposed to the price of the meal. It

means that the meal may not have the same value for money as the other items that are on the menu however it is made up for by the quality of the ingredients that are used. The quality of the imagery in the picture and the advert itself shows that. The value aspect of this advert is the quality of the

products versus the quality of the price. Granted the price will be considerably more than the other items that are on the menu but for the added cost you get a better quality of ingredient.

Market & CompetitionThe market for this specific burger would be a regular person that may have more expensive taste or someone who is looking to try a higher quality meal but

still have the quick service that is provided by a fast food restaurant. The person who would by this would be someone from the c2de social bracket and would have the profile of a belonger. This is because people who eat McDonalds tend to stay loyal to the brand and return to their to try new meals and eat

regularly. The competition for a place like McDonalds would be other fast food chains such as pizza hut or KFC as they sell similar styles of food.

QualityThis advert does not focus on quality as much as the other advert does. The meals are still nicely presented in a way that makes them look desirable, the

pictures show some of the items full and some of them cut open to show the ingredients that are inside of them. The main focal point of the adverts in this point is the price of the food. The point of this menu is to show the kind of food that you can get for small amounts of money, so you know that the food may

not be of the best quality but it is cheap which makes it good value. The colour scheme is a lot more casual than the other image I have used in that it uses brighter red and yellow colours as opposed to the more sophisticated black and white colour scheme. The image is laid out in a way to show 3 different costs that vary from highest price to lowest price. The word “Savers” is in a different colour to make it stand out more so that you know that you are saving money

by buying from this menu.

PriceThe price is definitely the key aspect of this advert. The prices take up a considerable amount of the advert being showing in a large bold font on a graphic of

a coin which in its own way implies that it can be bought for only 1 coin. This menu is dramatically cheaper than the regular menu for the restaurant and is meant to entice those people who have spare change to come in and spend it on their food as opposing to saving the money or making them realise that

they can afford the food instead of thinking that they cannot afford any food.

Market & CompetitionThe market for this menu is definitely those who are in the C2DE social bracket. This is a menu for those who have little money or have small change left,

most probably working class. Obviously it would be unfair to not include the higher social grades in the market as they may still want to have fast food and have the options to have whatever they like. The competition for McDonalds would be any of the other fast food chains that are around such as KFC or pizza

hut. Whilst these foods aren't necessarily the same style of food you would usually pick between one or the other as opposed to having both of them.

Quality:The picture used here is quite vivid and uses a nice mix of contrasting colours that visually appeal well to a consumer as the rich shine on the berries and the rough texture of

the crumble makes the food look very appetizing. Up close macro shots are famous with M&S as their adverts are strongly based on attracting the consumer through the inner mindset of wanting the food and therefore going out to buy the products. This would be specifically seen in areas where the image can be largely blown up so that all

the details can be seen, for example billboards and buses - as there is a higher picture ratio than text.

Price: There is no mention of price in this particular advertisement. This can be in relation to the higher quality of the product, not presenting the price could assume that the

product costs more than other supermarkets that focus on good value e.g. Tesco Value and ASDA. The text has been placed in the top left as it is commonly know in statistics that the human eye reads from top left to bottom right. The “Eat Well” sticker in the bottom left is also in relation to consumers that look for healthy eating, high quality

products are often assumed to be full of nutritious ingredients that makes the price higher.

The potential buyers of these products are usually consumers that are of a higher wealth and of an NRS social grade of ABC1. These people will willingly travel for luxury goods as M&S stores are usually found in town centers and shopping malls, never really with their own parking locations like ASDA and Tesco. This is meaning that it will technically

attract the older generation that want to indulge, usually families with older children and less busier lifestyles unlike families with young children.

Competitors of this brand would be e.g. Waitrose. Waitrose are known again for their high quality produce and aim for a similar demographic but also try to attract families with the tagline “Everyone deserves quality food.” Waitrose centers are usually found in singled out locations with large car parks similar to larger supermarkets such as Tesco.

This means that families can commute and park their vehicles which makes it quicker and easier for busy consumers.

Quality:The attention to quality in this particular advert is quite minimalistic and only had one small image of the product. It really focuses more on simplicity and attention to the value of the product rather than attracting the consumer via imagery and smaller details. The white and solid blue block colours give the right amount of attention to the product and the large price sticker at the top. Initially more time has gone into creating witty, short amounts of text

that will attract in a consumer rather than the image.

Price:A lot of numbers are in this advert, it focuses on breaking down amounts in

the product and relating it to their consumers which in this case is busy families that require food to last longer in terms of what you can get out of it.

This reduces the amount of times they have to come to the supermarket, thus making it easier for their lifestyle. For example, the relation to breakfast and sandwiches at lunch can be related to families with children and packed lunches. It focuses a lot on getting more for your money and uses informal

language that could make a consumer feel more comfortable with the producer. The price stamp has been put in the top corner in a very bright

coloured shape so that it is seen almost straight away.

Value:This advert is strongly based on good value for money products and what you get for your money. In most cases you assume less of the product if the price is of a low standard, this advert breaks down amounts and figures of the 40p bread loaf. Tesco have their own line of lower cost products “Tesco Value” but also a higher range of more luxury based produce “Tesco’s Finest”. Tesco tried to fill in the gaps needed by all demographics including families and the older generation. This particular ad is targeting busy lifestyles such as people with young children or busy work lives – that do not want to combat the weekly

shop as often and therefore buy higher quantities of product.