Analyzing a Watch Advertisement

¶ … ad and analyze it though Semiotics. Make an overall judgment, observation and interpretation. Talk about the signification What are the signifiers in the ad? What do they signify? What meaning does that assign to the product? What social values / norms does this promote? Are these particular social groups that the ad speaks to? Not speak to? What are the possible alternate Interpretations? Examine all parts: Image, text, background, colors, font The Patek Philippe print advertising campaign has used the iconic slogan "Begin your own tradition" for fifteen years.

This campaign deploys a photographic image depicting a father and son in a warm, timeless moment of parent-child bonding. Photographs for this campaign are typically in black and white, evoking nostalgia, tradition, a sense of time passing and family heritage. This image focuses on the emotional bond between a father and son, allowing viewers to connect with the image on a personal yet universal level.

The image depicts how two generations can share time together, allowing customers to think about the past generations and their futures when purchasing and wearing these timeless watches. A powerful statement follows the photograph " You never actually own a Patek Philippe, you merely look after it for the next generation." This tagline expresses the value and longevity of buying a watch. It will never be wasted or forgotten and has the potential to become a family heirloom.

The statement is emblazed on a brown box with the image of a Patek watch and its brand logo. The brown is juxtaposed against the black-and-white image, creating a sense of separation between the image and the text. The swirly yet simple font of the quote creates a romantic and historic feel, adding to the perceived value of the company's tradition. This composition successfully targets a particular group of people. The company aims to target individuals and families who are able to afford a Patek watch.

The father and son are well dressed in smart and formal attire,.