Contents of the advertisement
This advertisement has a very vintage feel to it, with an image of Napoleon Bonaparte standing out. The advertisement attempts to highlight the regalia associated with the brand by showing that Napoleon too was a loyal customer of the brand. The first thing that audiences notice about the advertisement is the image of Napoleon, along with the extremely elegant watch in the foreground. The font used in the copy of the advertisement along with use of color and style immediately strikes the audience. The advertisement was published in the PERIOD magazine and is an exquisite example of print advertisement.
Target audience for the advertisement
Breguet is an international luxury brand which has been manufacturing and selling watches since 1810. The most important factor thus must be kept in mind is the culture that plays a key role in the marketing policy followed by the brand. There is a historical significance associated with each watch that the company manufactures. Naturally, the target audience for the brand would be high income men and women belonging to upper classes. Additionally, the brand is targeted at culturally aware men and women who prefer to have meaning behind their possessions. Mostly, adults would be the target of their advertisements.
Effectiveness of the advertisement
The advertisement by Breguet is, without a doubt, extremely effective. It adheres to the brand image created in the market. Breguet is well known for manufacturing and selling watches which have a meaning behind them. The picture of Napoleon Bonaparte and the ad copy which suggests that the French military leader was a client of the brand, sheds light on the unique feature of this brand. Moreover, the advertisement manages to keep the ad copy minimalistic, with almost no excessive images and written text. Both the background and the foreground of the advertisement have a vintage appeal to it, which stay true to the tone of the brand itself.
Contents of the advertisement
This particular advertisement was published in the Vero magazine. The advertisement is black and white, which immediately creates an aesthetic beauty. It is a well known fact that print advertisements in monochrome tend to have a different appeal for the target audience. The first thing that the audience notices about the advertisement is the picture of three generations of men (grandfather, father and son) smiling together. The advertisement attempts to show that a Patek Phillippe watch is one that owners could pass on from generation to generation. The ad copy mentions that these watches should be saved and taken care of for the upcoming generations.
Target audience for the advertisement
The main target audience for this particular print advertisement would be men belonging to high income groups. Mostly, men between the ages of thirty and forty five would be targeted because it is expected that they would already have children and families. That way, this advertisement would appeal to the sentiments of the target audience. Patek Phillippe is a luxury brand as far as watches are concerned. Thus, the target audience for the brand would be high income, upper class customers who are willing to spend more on their possessions as long as it guarantees quality.
Effectiveness of the advertisement
The advertisement can be said to be effective because it immediately appeals to the emotions and the sentiment of the audiences. Since the target audience for this particular ad is family men with children and grand children, the image and the copy of the advertisement would immediately move them to action. The advertisement refuses to treat the Patek Phillippe watch as a mere possession. Instead, it portrays it as something that can be passed along generations, as a kind of legacy.
Rolex
Contents of the advertisement
The broadcast advertisement by Rolex features the decorated tennis personality, Roger Federer (“‘Leaving a Legacy’ with Roger Federer”, 2018). The grand slam record holder in the advertisement says that he would prefer to “leave a legacy” for himself. He would like to do so not just for his own sake but also for the sake of tennis itself. The narration in the background says that every individual should strive to look forward, despite the situations of the present. The advertisement also features a compilation of the various milestones of Roger Federer, which is bound to leave some teary eyed.
Target audience for the advertisement
Rolex is one of the top luxurious watch brands in the world at present, with numerable celebrities as its loyal customers. Accordingly, the advertisement is targeted at high income groups and men and women belonging to elite upper classes. Also, it can be said that the advertisement is targeted at the generation of men and women who grew up watching Federer play. Supporters of the tennis player are bound to be affected by the advertisement. As such, the advertisement is also targeted at lovers of the game and fans of Federer.
Effectiveness of the advertisement
This broadcast advertisement is high on the effectiveness scale. The first thing that would appeal to the audience is the tag line, “leaving a legacy”. Roger Federer’s legacy is one that cannot be taken lightly. The man is a grand slam record holder and an icon in the tennis fraternity. Most of the present generation has grown up watching him play and a compilation of his top moments is bound to strike a chord with the target audience. The voiceover by Federer is also bound to appeal to the target audience and leave them feeling emotional and nostalgic.
Omega
Contents of the advertisement
This broadcast advertisement is for the Omega Co Axial Chronometer. The advertisement features exquisite graphics, Omega’s patent background score and voiceover explaining the contents of the advertisement (“OMEGA”, 2018). The advertisement may be called a stylish one because of the sheer magnificence of the video. The advertisement shows the manufacturing process of the watch and describes it as the perfect mechanical movement. The article would immediately appeal to someone who has an inclination towards luxury watches. After making the audience wait for it, the advertisement very cleverly reveals the final look of the watch.
Target audience for the advertisement
Omega, like Rolex and the other brands mentioned in this report, is also a luxury watch brand. Thus, it can be affirmed that the target audience for this watch would be men and women belonging to higher income groups and upper classes. These men and women would not be willing to compromise on the quality of products purchased and would be willing to pay high prices for such state of the art items. The target audience for the advertisement would also be men and women who genuinely are fascinated by watches and would be attracted by the mechanics of it.
Effectiveness of the advertisement
The advertisement approaches the watch from a very different perspective. It does not consist of people in the advertisement, and instead focuses solely on the watch itself. It depicts the watch as something beyond the world or otherworldly. The watch is shown as something truly magnificent and the highlight of the advertisement is indeed the mechanical movement in the manufacture process of the watch. It builds excitement and anticipation as the audience eagerly waits for the final revelation of the watch. In other words, the advertisement is quite successful and immediately lures in its target audience.
TMAO2
Copywriting for the Breguet advertisement
Copy: Back in the 1790s, Napolean Bonaparte was a client of Breguet’s. At Breguet, we believe a watch is not a mere possession. Instead, we ensure that all our products bear the stamp of elegance, power and splendor. The “classique collection” by Breguet brings to you a range of stunning watches, with a touch of history behind it. Our watches are emblematic of power and glory, of exuberance and opulence. Each of our watches has been designed with care, and has a story to tell. Come, be a part of heritage! Unleash the inner Bonaparte within you.
The target audience for the original advertisement was adult men and women, who are culturally conscious. This new copy for the advertisement would be targeted at the newer generation of millennials. Having a niche target audience would limit the overall exposure of the brand. However, it must be remembered that the buying patterns of the millennials are guided by the ability of a brand to offer something new (Parment, 2013). Most youngsters have grown up reading about Napoelan Bonparte and are aware of the power and glory associated with him. The mention of this in the ad copy would appeal to the emotional quotient of the target customer. It is assumed that the people who would be attracted to such an advertisement would exhibit some interest in history. As such, the advertisement would target people with a sense of culture, heritage and history. This is the unique selling proposition of the brand, and must thus be heighted through the advertisement. This can be done through the ad copy and the eye catching headline. It appeals to the inner warrior within each human being and toys with their sentiments by claiming that there is a Bonaparte within every individual.
The image in the background of the advertisement would remain the same, as the new headline also makes a reference to Bonaparte. However, the headline would be changed to “There’s a Bonaparte within all of us”. This is bound to capture the attention of millennials. It has been observed that millennials have shorter attention spans (owing to the effect of the internet and social media), as far as buying patterns are concerned (Pate & Adams, 2013). The striking image of Napolean in the background, along with the eye catching caption would immediately grab their attention.
Copywriting for the Patek Phillppe advertisement
Copy: A watch is not merely a possession. It is family. A watch, we believe, is a legacy, that must be passed down generations. It is also how you express your love, your affection and your devotion. For over two decades now, Patke Philippe has been the bearer of legacies for families around the world. Our watches are symbols of the bonding and care that binds a family together. A Patek Phillipe is not just any other gift, it is the gift of time. Let us help you begin a tradition of your own, a legacy which goes beyond infinity. Our new range of luxury watches would be the perfect way to surprise your parents or loved ones. Come, show your love with a Patek Phillippe.
The original ad was mainly targeted at adult men, who might want to buy the watch for their sons. This was evident from the image in the ad body. However, the target audience for the new ad would be men and women who might want to gift their parents something special. The younger generation today would be the main target audience for this advertisement. This is because younger people, who may have received their first salary, might be more inclined to gift their parents something that has an emotional significance. The copy of the ad clearly highlights the emotional appeal that the new headline would demonstrate. It has been found that emotional appeal is one of the major factors which affect customer buying behavior (Krishna, 2013).
The fact that the ad portrays the branded watches as something more than a possession is expected to move the customer to action. Additionally, the previous advertisement was not entirely gender neutral. It consisted of images of three males, of varying ages. This might give the impression that the brand mainly caters to one gender. However, the new ad would be equally targeted at both sexes, and accordingly a few changes would have to be made. For instance, in the proposed ad, an image of a young girl in corporate attire would be shown, surrounded by her parents, donning the Patek Phillippe watches.
This would highlight the target audience as well. Given that Patek Phillippe is a luxury brand, it is expected that the target audience for the brand would be grown men and women who are financially stable. Moreover, the ad does not simply focus on the legacy aspect anymore. Instead, it would portray the Patek Phillippe watches as perfect gifts for the customers’ loved ones and family members.
References:
‘Leaving a Legacy’ with Roger Federer. (2018).
Krishna, A. (2013). Customer sense: How the 5 senses influence buying behavior. Springer.
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Pate, S. S., & Adams, M. (2013). The influence of social networking sites on buying behaviors of millennials. Atlantic Marketing Journal, 2(1), 7.
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